Bringing Back the Cool: Kokuyo Camlin and Camel's Epic Rebrand
Requirements: Branding and Packaging
How do you revive a brand that has been a part of India's artistic heritage for decades? How do you make it stand out in a crowded market of art and stationery products? How do you appeal to customers across different age groups and segments? These were the questions that Kokuyo Camlin faced when they approached Landor & Fitch for a branding and packaging makeover. They wanted to restore the glory of their two iconic brands - Camel and Camlin - and make them relevant, aspirational, desirable and premium.