What happens when a brand like Nirlep, that has been a pioneer in non-stick cookware since 1960, approaches you to revamp its identity after 27 years? Well, they win the first ever Designomics Award for Strategic Brand Identity Programme. They are also able to bring in 50% more revenues. Here’s how Elephant Design did it for them.
The brief was simple. Nirlep has been actively developing products for the modern lifestyle of young couples who look for convenience and style at affordable prices. The objective was to update the brand identity to reflect this new dynamism. Through a series of workshops and interactions with the leadership team at Nirlep, an idea web was articulated to outline what the brand stood for. The sessions helped in understanding and revealing the company’s strengths, product attributes, user requirements and their aspirations.
The design process began with numerous quick pencil sketches to bring ideas to life. These were then discussed internally and whetted based on contemporary appeal, differentiation against competition, building product attributes and highlighting company legacy.
The shortlisted ideas were then taken forward to the next stage which involved creating digital sketches in black and white to gauge visual balance and relation with typeface. Some ideas developed further into newer interpretations while some were visually enhanced.
The concept that emerged as a winner was the one inspired by a pan-shaped form which also symbolized a leadership badge. Various explorations were tried out at this stage within the selected option. The colour red was retained to portray warmth and passion with which Nirlep products are conceived and created. The old American typewriter font was discarded for a custom designed set of letters, but the ‘all caps’ treatment was retained to reiterate the brand’s
leadership, confidence and trust.
The new logo was compared to the old one. It is flexible and playful, just like their products. It signals the transformation of Nirlep from a userfriendly cookware brand to a comprehensive Kitchen solutions brand with global standards. The specially developed Logotype, Nulep, enhances the modern character of the identity. And the black badge, red wing, silver rim and logotype, come together to portray leadership, dynamism, sensitivity and stability of the company; everything the brief demanded.
Over the years, Nirlep has created several product brands that have become popular with diverse audience types. It was important that the new brand identity facilitated customization and flexibility for sub-brand extensions while retaining the presence of a strong mother brand.
The colorful renditions of the identity stand for innovation to delight young progressive consumers and connect with the sub-brand propositions – Aspa for partnering progress, Selec+ for lifestyle improvements and Acilis for eco-friendly materials and finishes.
Finally, logo variants were created for various printing and size limitations. These included simple gradient, flat colour, black & white and reverse versions.
An Arabic version of the identity was also created for their export business. The typeface was custom made to match its English version.
The new Nirlep identity was showcased through the brand book that detailed the brands journey to fit the lifestyle of young Indian couples.
The new brand identity was made widely visible by launching through various media both outdoor and in-shop.
The old Nirlep logo was replaced by the new one on every product, completing the journey from paper to metal.
Published in Issue 19
A typography special, made up of not only Indian type designers or designers whose first love is type, but also few very talented international designers who open a totally new playground with sharing their insights and inspirations. This issue has exclusive interviews with Lucky Dubz Trifonas from Netherlands, Indian UI & type designer Sabareesh Ravi and Shiva Nallaperumal, who believes, type designers are the material providers to all the creative professionals. Also, includes a special making of Nirlep rebranding done by Elephant Design and an interaction with the ace product designer Aman Sadana.
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