How Landor Using the Clients Brand for Business Transformation
Irasva
The Brief
The task was to create a new jewellery brand for the Indian market that is accessible, stylish and global in appeal, offers contemporary designs at competitive prices. A brand that inspires trust, is aspirational, reflects consumers’ sense of an upgraded lifestyle and makes the jewellery buying experience fun and fresh. Targeting women who are looking for contemporary designs with an international appeal are trend-setters. This market was a fragmented category dominated by long-standing family jewellers, with little to pull them apart. Retail 3.0 is leading to a new set of considerations: the need for tightly curated collections, acceleration of Omni-channel initiatives, a tailored and consistent shopper experience.
The Solution
With a fresh lens towards the changing sensibilities of the Indian consumer, Landor created a new brand that celebrated the immense transformative power of jewellery on women and the special relationship between the two. The new name created to represent this positioning was ‘Irasva’ which was a combination of ‘ira’ meaning enjoyment and ‘sva’ meaning the self in Hindi, thus playing an ode to a woman who seeks to feel beautiful and always express herself with confidence. The new brand celebrates this individuality and self-expression of the modern Indian woman. A comprehensive visual identity system and a brand voice were developed to bring to life this new brand in a distinctive manner across offline and online touchpoints.
Millennium IT
The Brief
The task was to determine how Millennium IT, a local information technology stalwart could create a new, differentiated frame of reference for itself? The brand MIT has a strong legacy of being a visionary player in the local market and it now sought to infuse new energy into the brand, striking a chord of relevance across stakeholder groups. The context was that technology disruptions, new market entrants, the emergence of new categories, are placing new demands on clients today to be nimble and deliver a seamless end-user experience. Business needs are ever-changing and clients require higher-order of flexibility from their IT partners.
The Solution
A new brand positioning was created for the brand that was all about harnessing the team’s passion for delivery and agility to bring a fresh perspective in its approach to not only addressing but exceeding its client expectations. This positioning was brought to life with a unique and distinctive visual identity system that drew inspiration word ‘millennium’ and created a dynamic identity that celebrated the brand’s future-forward, agile orientation towards its clients, always solving for what is vital for them.
Kangaroo Kids
The Brief
For over two decades, Kangaroo Kids (KK) had been driving new standards of education for pre-schoolers. Marred by stiff competition from new and legacy players, the brand was finding it increasingly challenging to stand out. It was critical for Kangaroo Kids to be not known as a “has been” brand which has lost its footing, but rather as a strong education player that provides a positive learning experience for young children. Doing so meant that it had to find a new proposition, a new narrative to reinstate its rationale for being a premium education brand and become a preferred choice, once again, for pre-school education.
The Solution
The research and deep immersion into the brand led to leverage its legacy while imbibing it with a new set of equities. The new positioning for the brand that is ‘The Learning Adventure’, was built around its ability to recognise and celebrate the fact that pre-school is a journey-the first journey child take into the world on their own. Its ethos, therefore, became all about fun, warmth, and positivity.
Landor crafted entire visual and verbal expression around ‘The Learning Adventure’. To bring alive the preschooler’s journey at Kangaroo Kids, a character was developed named ‘Kan’ to act as a playful companion, infusing him with the wide-eyed wonder and high energy of young children
Millennium IT
The Brief
The task was to determine how Millennium IT, a local information technology stalwart could create a new, differentiated frame of reference for itself? The brand MIT has a strong legacy of being a visionary player in the local market and it now sought to infuse new energy into the brand, striking a chord of relevance across stakeholder groups. The context was that technology disruptions, new market entrants, the emergence of new categories, are placing new demands on clients today to be nimble and deliver a seamless end-user experience. Business needs are ever-changing and clients require higher-order of flexibility from their IT partners.
The Solution
A new brand positioning was created for the brand that was all about harnessing the team’s passion for delivery and agility to bring a fresh perspective in its approach to not only addressing but exceeding its client expectations. This positioning was brought to life with a unique and distinctive visual identity system that drew inspiration word ‘millennium’ and created a dynamic identity that celebrated the brand’s future-forward, agile orientation towards its clients, always solving for what is vital for them.
Kangaroo Kids
The Brief
For over two decades, Kangaroo Kids (KK) had been driving new standards of education for pre-schoolers. Marred by stiff competition from new and legacy players, the brand was finding it increasingly challenging to stand out. It was critical for Kangaroo Kids to be not known as a “has been” brand which has lost its footing, but rather as a strong education player that provides a positive learning experience for young children. Doing so meant that it had to find a new proposition, a new narrative to reinstate its rationale for being a premium education brand and become a preferred choice, once again, for pre-school education.
The Solution
The research and deep immersion into the brand led to leverage its legacy while imbibing it with a new set of equities. The new positioning for the brand that is ‘The Learning Adventure’, was built around its ability to recognise and celebrate the fact that pre-school is a journey-the first journey child take into the world on their own. Its ethos, therefore, became all about fun, warmth, and positivity.
Landor crafted entire visual and verbal expression around ‘The Learning Adventure’. To bring alive the preschooler’s journey at Kangaroo Kids, a character was developed named ‘Kan’ to act as a playful companion, infusing him with the wide-eyed wonder and high energy of young children
