Branding
The 'Minimalism' Saga of Modern Indian Brands
The Minimalism and Indian Brands is a marriage made in convenience culture. If we stretch our sight as far back in time, India has practised Minimalism for ages.
Although the recent uprising movements elaborate and commemorate the current generation as champions of minimalism, Indian brands have found their comfort designs in simple, concise and decluttered style for a long time. The hack is simple - word of mouth. Desi branding establishes itself as talk of the town. You may consider a local street vendor in your city; what we observe today in the world of brand marketing is a common concept in Indian branding space and practised effortlessly which, on the other hand, takes years of skill and hard work to learn in today’s brand business.
The factor in play here, in context of Indian Brand Identity, is sentimental attribution inherent to entrepreneurship. Remember that Anand Uncle ke Samose or Bholi Dadi ke bangles. The concept of Minimalism in Indian brands thrives on brand names that hit close to home, and does not overpopulate the aesthetics.
Now, you may be wondering, what the heck is Minimalism? And, if your curiosity compass has been fluctuating too much off the radar, let us direct you rightly.
Minimalism is an art movement started in the early 60s in the United States to break the conventional expression of art. Minimalism is an abstract art form which directs away from pretension and exaggeration in art and speaks of the subject for what it is. Three elements that work as the code of Minimalism - simplicity, purity (truth) and order (balance and consonance).
Take the same concept and apply it in a much rather practical way - out of the visual arts space. Minimalism is an act of trimming or downsizing excess and unnecessary things from life whether it’s your wardrobe, your diet or your personal space. Conscious living is the motif of a Minimalist to gain focus and clarity in daily routine.
One of the prime examples of Minimalists in India is Mahatma Gandhi. According to Fumio Sasaki, a famous Minimalist from Japan, both Mahatma Gandhi and Steve Jobs were optimum minimalists, practising it as a way of living. It is evident with the branding style of Apple.
The fascinating world of brand design and marketing has a long running history of Minimalism. Rather than using contrasting colour theories and fiasco typography, a minimalistic brand grows by using simple design settings - logo, colour palettes, typesetting as well as social media marketing themes.
The idea of minimalism is a definitive modernised mapping which gives the final look a touch of intelligently-driven futuristic identity.
Brands with minimalistic configurations have more ability to connect and find interest in their key demographics as the customers can understand the core display and aesthetic of the brand. This fits quite well with the Indian nature of consumerism.
Instead of bombarding the consumers with layered, complex and prismatic aesthetic, a minimalistic brand allows them to find their way across the brand page.
In today’s generation, we are enriched by a fast-developing brand aestheticism. Fashion is one of the leading categories of minimalist brands, followed by skincare.
Among International brands, SKIMS and SKNN by Kim Kardashian West is highly popular among minimalist brands. Most Korean skincare brands also practise the minimally clean branding aesthetic.
You might be wondering why Minimalism in Branding is important. The answer is quite simple. Minimalism gives an informative and articulate look to a brand.
Also, it adds to a unique identity which can be easily captured, locked and reminisced by customers visiting your brand. Common examples are The Ordinary, COSRX, Vogue, etc.
Since the foundation settings are organised and limited, the logo and aesthetic creates a recurring image in your mind which is not driven by distracting shapes. And, so when the next time you see their (minimalistic) brand product, you know it. A clean web design is also quite soothing to our eyes which makes us keep scrolling and exploring the brand page.
Apart from the rising consumerism in India, the brand story of the Indian market has evolved rather slowly. The gap between the veterans or boomers of branding games and the younger generation is sharply divided. Though the rapid globalisation of social media marketing and web aesthetics has blurred the lines of comparison where even older brands are going through a rebranding (or revamping) process.
As creative illustrations are trending these days, desi brand agencies and creative studios are introducing experimental composite for their clients to infuse a distinct playground for brands to attract an extensive algorithm. 90s aesthetic, California sunset backdrop or quirky bold typography - Indian brand designs are taking the idiosyncratic flight to reincarnate the personified branding expressions.
The concept of Minimalism in modern Indian brands is heavily sculpted in fashion and skincare categories. Relying on the principles of Minimalism as a sustainable and cruelty-free consumerism, brands like Bare Necessities, Daughter Earth, Vaunt, Pahadi Local, Khadi Naturals, Forest Essentials, etc. are not only serving us with clean products, but also with clean brand aesthetics.
Minimalist, popularly known as Indian version of 'The Ordinary' skin care brand, is one of the opportunist examples as the name itself suggests. Deepika Padukone's 82 degrees E, a newly launched celebrity skincare brand, can also be enlisted under minimalism brand rather for its aesthetics.
Contemporary Indian fashion brands who are manufacturing desi cultural clothes, especially women's attires, also go for minimalist brand aesthetics. The simple psychology is that modern Indian fashion and minimalism create a sophisticated confluence which is reflected by the sobriety of these clothing brands.
‘Ayurvedic’ or ‘Organic’ - these terminologies are common members of minimalist brand designs, for the reason that the meaning of these words in product marketing is attached to healing and purity. Thus, a neutral or light background with well-organised menu and product details along with simple fonts works like a charm.
Fashion accessories or jewellery is also a general category in Indian Minimalism brands. A minimalist design showcases the delicacy and immaculacy of expensive cuts and carats of a diamond ring or a silver pendant or a golden necklace.
Miscellaneous categories of minimalist Indian brands include online brands for stationery products - journals, pens, notebooks, etc...; also dining accessories - cookware, dishes, etc.; footwear brands, etc. basic accessories like candles, etc.
The technology has been a minimal brand design category for eternity, though, now, this is changing too. Productivity apps are on the rise of building interactive brand designs, for example, Miro, Toggl, etc.
Although there are innumerable pros of Minimalism, whether in lifestyle or branding, we can not steer clear of certain cons and contradictions related to this movement.
If we talk of modern times, India is strutting confidently into an enhanced dimension of product marketing, logo designs and brand identity. The local language or regional slangs are used for brand names which appeal to the public. A very common example can be found in Indian food services.
And with India’s highly spirited consumerism, Minimalism seemingly finds itself in a limited space.
Due to the accountability that minimalism thrust upon, with its definitive purpose of zero-waste and clear manufacture, a brand charting the list of minimalism brands is certainly found for its sustainable qualities. Though, as long as the subject is aesthetically pleasing, any brand can achieve minimalism.
In branding critique, Minimalism may lack a long lasting impression on customers due to a certain pattern followed by minimalist brands in terms of colour palettes, background, typesetting, etc. A neon pink packaging is likely more noticeable than a beige-tinted spacious design. This paints Minimalism as an anti-hero of branding.
Regardless, the good news is that we are at the onset of experimentative colour stories and logo designs for minimalist brand packaging and designs. And, in the era of woke consumerism, a brand can not sustain solely based on its aesthetic. This, furthermore, enriches the motto behind minimalism.
In India, we should encourage minimalism brands and not just for face value.
The new age Minimal branding is a blend of vintage typographical impact and touch of local mother tongue which elevates the vision of a brand identity towards its customer.
The main spice, in desi style, is the garnish of phonetics. Whether minimalism or not, phonetic branding is a true modern dream that keeps on giving for all the right reasons.
