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The brand identity of the Afforestation project called Forestscaping created by Pratyush Gupta. Urban forestry is critical to the resilience of cities as they absorb carbon and pollution, aid flood resistance, and enhance human interaction with nature. Afforestt helps convert the tiniest of spaces into self-sustainable native forests which grow ten times faster, are 30 times denser and 100 times more biodiverse compared to conventional plantations. Starting from a mini forest in their backyard, they have grown over 130 forests across five countries around the globe.

Brand identity of Forestscaping. Forest

Brief from Forestscaping

 

Afforestt creates natural, wild and maintenance-free native forests. Forestscaping, a new offering by Afforestt, combines forests with art and architecture to transform barren properties into experiential spaces, where trees, animals and human beings can interact.

Brand identity of Forestscaping

Though a unique concept for India, Forestscaping needed to compete with multiple players in the landscape architecture industry, highlighting the advantage of growing forests instead of conventional gardens. It needed a brand identity that captured the strengths and essence of Forestscaping and exuded confidence and expertise.

Brand identity of Forestscaping. Forest

The Challenge

 

Forestscaping was targeted towards an affluent audience and required a positioning strategy that was distinct from Afforestt. The challenge was to cultivate a new personality for Forestscaping while holding Afforestt core values and beliefs.

It was challenging to capture the energy and joy of being one with the forest, at the same time, maintaining a level of sophistication and elegance to appeal to the audience.

Forestscaping just starting and didn’t have any photographs to showcase, hence we needed to create an identity which compensated for the lack of visuals and blend seamlessly with images once they were available.

Brand identity of Forestscaping. Forest

And the Solution

 

At the heart of the Forestscaping visual identity is a confident and elegant logotype. The G in the logotype has a leaf sprouting from its end, a subtle reference to forests and their beginning. The primary colours of the identity are green-representing forests, and gold – symbolising the wealth that forest create.

Brand identity of Forestscaping. Forest

A dynamic illustration language amalgamates forests, animals and people to create various forestscapes that bring to life diverse touchpoints. The illustration style has been inspired by Varli and Sohrai art forms, providing the visuals with an earthy aesthetic rooted in Indian culture.

“I see Pratyush work as an outcome of extreme creativity that produces some of the simplest yet brilliant art. His clear understanding of people perception makes him a business problem solver. He is a deep listener and can see the world through the eyes of his clients. Working with him created a synergy that improved our work and elevated our perception towards it”

 


Shubhendu Sharma
Founder and Director at Afforestt

Every year many exceptional design briefs are being answered with brilliant solutions by many talented designers. Some manage to reach the limelight through awards and other recognitions, but not all. And that is where the ‘DCS-01’ comes into the picture with detailed case studies highlighting the challenges, research, and the unique solutions to each obstacle faced in reaching these final design solutions. An inspiration and a collection of quality design projects created in India recently.

 

So, if you are creative freelancer, agency, studio, corporate or a design student, who needs inspiration and want to know the process of making great designs, then this is a must-have book for your collection. Order it today to reserve a copy of this limited stock book.

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Due to jewellery’s uniqueness and exclusiveness, it has been one of the most significant luxury assets throughout history. Landor & FITCH and Renaissance Global have collaborated to celebrate the relationship between women and jewellery, making the possession of fine jewellery special for modern women. Take a glance at their journey of creating a branding for Irasva’s exceptionally suave ambience.

Branding of Irasva
Branding of Irasva

About the Client

Renaissance Global has been operating in the jewellery industry for more than two decades and has designed incredible jewellery for marquee clients all over the world. They are venturing all over the globe and are the key suppliers of the majority of jewellery retailers including Irasva. The founder of Irasva Leshna Shah is truly devoted to designing and creates jewellery to perfection. Her collections have fine jewellery pieces designed and crafted by expert artisans.

Branding of Irasva
Branding of Irasva

Working on the Logo

Landor & FITCH have questioned everything in an ordinary jewellery store and reimagined its entire landscape. The brand name chosen to represent this idea was ‘Irasva’ which was the union of two words ‘enjoyment’ and ‘self’ in Hindi. The logo consists of the ‘S’ as an infinity sign which signifies the endless opportunities and ambitions of modern-day women aiming to create a branding that is sharper, culturally exciting, minimalistic and has a global design aesthetic.

Branding of Irasva

Eloquence of Uniqueness

The colour theme used by the brand is quite wicked. Pink and blue are fairly unambiguous colours that sit on the opposite side of the strong and delicate spectrum. These hues are commonly associated with women and men respectively. Irasva conscientiously uses these colours to break gender stereotypes. The intricate work on the details; from the wrapping paper to the small diamonds on the logo has all contributed to creating the comprehensive visual identity system of the brand. Landor has aimed to create visuals that would maintain Irasva’s essence but still make it look recherche. The pictures successfully convey this with jewellery floating, rising and shining portraying the brand as free-spirited.

Branding of Irasva

Seeing the Immortal Muse

In the process of designing Irasva for retail glory, Landor kept in mind to offer a warm welcoming and comfortable environment for the customer where they can walk, analysing and explore the jewellery and find the one which connects with them the most with ease. The store consists of gifting sections, a boudoir, café, dressing area and a designer’s favourite section. Everything from the displays to the usual jewellery store map was reimagined focusing on more than just the customer making a purchase.

Branding of Irasva
Want More Indian Design Case Studies? We have that sorted too…
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Branding for an expansion can be challenging in the shadow of an established legacy. However, the solution may exist with the slightest reminder of its roots while allowing modern values to take hold.

BITSoM Branding by VGC

The Education Sector’s Elite

Backed by the Aditya Birla Group, the Birla Institute of Technology and Science (BITS) is a private university known for its high standard of education in science, engineering and research. Expanding the scope of their model into business education, BITSoM (BITS School of Management) aims to offer a two-year program at par with the leading business schools in the world.

The Gauntlet

Vyas Giannetti Creative (VGC) was tasked with developing a brand identity that needed to carefully tread the line of developing modern branding while not losing its identity into the parent establishment. The agency facilitated strategic positioning, brand identity, communication tone and voice, and digital marketing.

BITSoM Branding by VGC

Positioning and Identity

According to VGC, their research exercise went beyond regular market and competition analysis and involved speaking to students, faculty, recruiters and exam administering bodies from all over the world. The study helped ascertain the ideal position to attract contemporary students – a preference for branding inspired by heritage but made room for modern values.

BITSoM Branding by VGC

The resulting identity is an inspiring combination of symbolism and herald-style elements akin to a kingdom banner or a family crest from medieval times.

BITSoM Branding by VGC

VGC’s choice of symbols for BITSoM are “the Tiger – representative of India, leadership, agility & vision, and the Sun – representative of new beginnings, a fresh approach, the origin & energy. The brand identity collectively represents BITSoM’s origins, its global outlook, future-focus and emphasis on moulding next-gen leaders for a new age world.”

BITSoM Branding by VGC

Viewed as a case study, the branding does an admirable job to instil the ivy-league look and feel associated with many top-tier schools without falling into the rut of a bland or overly conventional style. The rich colour palettes combined with the playful abstract motifs, which are distilled from the main logo, augment regular (and often buzz word heavy) signage resulting in what we are sure will be a pleasant campus experience.

BITSoM Branding by VGC

The balance of classic and abstract is particularly noticeable in their concepts for stationery and accessories. The motifs play their part to keep the personal items visually engaging. Any potentially outward-facing, like letters, a briefcase or a lapel pin, maintains a bold yet elegant statement that spells professional.

BITSoM Branding by VGC

Communication and Design

For their launch campaign, VGC aimed to help BITSoM develop a unique voice in the education sector during the process of highlighting their USPs. These campaigns used both digital and traditional media to deploy any relevant communication.

BITSoM Branding by VGC

Due to the advantage of a striking brand identity, it would be difficult to miss any promotional material. Still, there seems to be a heavy reliance on specific tropes associated with business and finance. While still relevant and effective, one could argue that an opportunity to break new ground has been missed.

The sans-serif typefaces from the logo are replaced with classic newspaper style serif fonts for call outs and headings that highlight the regular fare of motivational and professional statements. While these may still be conceptual, the voice of communication currently stays on the safe path of a call to action for the agile, hungry, change-making leaders of tomorrow.

The double-exposure photography used is an engaging visual element but tends to feature the same corporate aligned themes that exist even in related sectors, thereby functioning only as a “set piece” instead of an extension to the BITSoM style. One creative, showcasing a typical day at the institute, uses an illustration that feels more relevant to the content in a playful way. However, would a custom series of illustrations or images based on the brand identity have helped establish a unique look? Potentially.

There is no doubt that the prestige of the BITS brand and VGC’s contribution to its new identity will help BITSoM stand out in a crowd. For a sector inundated with very rigid ideals, this creative development process has resulted in a fresh and striking look.

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In a category dominated by sugared beverages, the Brewhouse provides its customers with unique moments of consumption and product benefits by crafting real, organic, hand-brewed ice-tea. Their right to win comes from the fact that they provide their customers’ unique moments of consumption created by real humans. Branding Identity by Bakheda.

Brief

Bakheda Co. was initially assigned to redesign the packaging labels which eventually turned into the development of a brand system that would express their mission of giving people a sense of holistic wellness through refreshing ice-tea – Brewed by humans.

Challenge

As Bakheda Co. wrapped up work on the packaging labels, but overall inconsistency within the language with visuals of the brand became very obvious. That is when they pitched a rebranding to Brewhouse’s leadership. Their strategy rightly rested on their proposition that with a brand like Brewhouse, the biggest challenge is to not sound like a brand, because they deal with organic ice tea brewed by humans, so it is vital to look and sound like a human.

Brewhouse: Created and Branded by Humans!
Brewhouse: Created and Branded by Humans!

Solution

It went without saying that the organic tag is a must for Brewhouse. The logo and wider graphic style for Brewhouse is a portal to what the brand embodies. Graphics language developed to mimic the taste of their ice tea – subtle, organic, and refreshing. It gives the brand an artisan feel – crafted, not engineered. The owy, handcrafted lettering echoes the organic and uplifting characteristics of the beverage.

Brewhouse: Created and Branded by Humans!

As part of the new brand identity, developed an extensive colour palette from warm and refreshing, and neutral and con dent. This way, these colours relate as much to what the brand stands for as they do to their products. The somewhat realistic, yet styled approach speaks of the brands positioning as organic, natural, and pleasant.

Brewhouse ice tea packaged in – 350ml glass bottles and 300ml PET bottles. The use of silhouettes of these bottles as elements for secondary illustrations, creating meditative patterns that have a calming effect, just like tea.

“Anant is someone I can trust to come up with some solid solutions to any given design problem, that too most likely in good time. He is a brilliant designer who also brings a good sense of brand positioning and creating consumer appeal. He surprised us not only with the speed of the execution but also with his ability to listen and use the feedback constructively.”

 

Siddharth Jain
Founder at Brewhouse Tea Brewing Co.

Every year many exceptional design briefs are being answered with brilliant solutions by many talented designers. Some manage to reach the limelight through awards and other recognitions, but not all. And that is where the ‘DCS-01’ comes into the picture with detailed case studies highlighting the challenges, research, and the unique solutions to each obstacle faced in reaching these final design solutions. An inspiration and a collection of quality design projects created in India recently.

 

So, if you are creative freelancer, agency, studio, corporate or a design student, who needs inspiration and want to know the process of making great designs, then this is a must-have book for your collection. Order it today to reserve a copy of this limited stock book.

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Brand Identity is ‘how’ a business wants to be perceived by customers, it’s constructed by the brand itself. It’s combined message transmitted through the brand name, logo, style and visuals. It utilises creative strategy to build a memorable and positive brand experience online and offline. Here, we have collected few branding case studies which are done in recent times; take a peek.

01. Health Sutra Brand Identity Case Study

 

The brand identity was done by Elephant Design to ensure ancient Indian millets could make a comeback into the market in its raw, authentic and unprocessed form.

 

Branding - Brand Identity Design Case Study by Elephant Design

 

More details on Case study


02. Brand Identity of Godrej Jersey

 

The outdated brand identity of Jersey was redone by NH1 Design to communicate a contemporary and modern brand image to its audience.

 

Branding - Brand Identity Design Case Study of Godrej Jersey by NH1 Design

 

Branding - Brand Identity Design Case Study of Godrej Jersey by NH1 Design

 

The complete Case study


03. Brands Evolving with their Consumers

 

Every brand starts with keeping consumer needs in the mind but with time many lose that connection. The Branding & Design agency, Design Stack has been helping many significant brands to resonate with their evolving consumers and in the process, they are creating exquisite brands. Here we are showcasing a few of their recent projects!

 

Branding Case Studies by Design Stack

 

Branding - Brand Identity Design Case Study by Design Stack

 

More details here


04. People Buy Stories and Experiences!

 

People don’t buy products or logos, they buy stories, they buy experiences. Believing this, NH1 Design, an integrated branding consultancy has always kept its focus on making a brand more lovable. Here are some of the recently created stories and experiences have been presented.

 

Branding Design Case Study by NH1 Design

 

Branding Case Studies by NH1 Design

 

The detailed Case study


05. Clario – Humanising and Simplifying the Cyber-Security

 

Recently everything has shifted to online from shopping, to work, to manage money and because of this the risks to our digital security and safety have increased exponentially. To make digital lives less risky and more secure, Conran Design Group, UK, has brought to life an entirely new visual and verbal identity ‘Clario’ that humanises, personalises and simplifies cybersecurity. Here we understand how they made it a success.

 

Clario Branding - Brand Identity Design Case Study

 

The detailed Case study

06. Brand Identity for Linen Club

 

Linen Club is one of the top manufacturers producing pure linen fabric for over six decades. This pioneering brand has over 200 exclusive stores, more than 7000 multi-brand outlets, making them India’s leading linen brand. They approached VGC to help the brand expand their offering across the both fashion as well as lifestyle. VGC designed a new brand identity for them, let’s have a look!

 

Branding - Brand Identity Design Case Study by NH1

 

Branding Design Case Study by NH1

 

A detailed Case study here


07. Visual Identity for a Contemporary Sweet Brand!

 

Rusbury is a great example of how to brand a sweet and savouries store in today’s contemporary times. Sukkrish AADDS, a Bangalore based creative agency founded by Shreesh Shankar, gives an interesting twist to the branding (visual identity).

 

 

Branding - Brand Identity Design Case Study

 

The complete Case study


08. Branding The Original Mumabaiya Vada Pav

 

NH1 Design takes us through its approach behind freshly branding a local Indian street food outlet while ensuring that it retains an identity credible of being authentic, fun, young and affordable.

 

Branding - Brand Identity Design Case Study by NH1 - Vada Pav

 

Branding - Brand Identity Design Case Study by NH1 - Vada Pav

The complete Case study


09. Visual Identity for UpGrad

 

A Visual Identity is not just about aesthetics and appearance. It’s about communicating brand ethos with flair, and Design Stack does just that for upGrad.

 

Branding - Brand Identity Design Case Study

 

UpGrad Branding - Brand Identity Design Case Study - Business Card

 

More details on Case study


10. ‘Big is What Big Does’ Campaign for Aditya Birla Group

 

Strategic Design & Communication Agency VGC have been Aditya Birla Group’s brand custodians since 1997. The latest campaign, conceptualized and executed by VGC, is the next step in the Aditya Birla Group’s brand journey.

 

Aditya Birla Group

 

Aditya Birla Group

 

The complete Case study here

Every year many exceptional design briefs are being answered with brilliant solutions by many talented designers. Some manage to reach the limelight through awards and other recognitions, but not all. And that is where the ‘DCS-01’ comes into the picture with detailed case studies highlighting the challenges, research, and the unique solutions to each obstacle faced in reaching these final design solutions. An inspiration and a collection of quality design projects created in India recently.

 

So, if you are creative freelancer, agency, studio, corporate or a design student, who needs inspiration and want to know the process of making great designs, then this is a must-have book for your collection. Order it today to reserve a copy of this limited stock book.

Related Rebranding Case Studies Articles:

10 Inspiring Rebranding Case Studies
What is the Right Time for Rebranding?

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The outdated brand identity of Jersey was redone by NH1 Design to communicate a contemporary and modern brand image to its audience.

Brand Identity of Godrej Jersey by NH1 Design

An Insight into the Journey of Jersey

Jersey is a leading dairy player in Southern India and has been constantly evolving and adding to its portfolio with its diversified range of dairy products. Since it was established in 1986 as Creamline Dairy Products Limited, the company began marketing its products with the name ‘Jersey’ and has carved a niche for itself in the private dairy industry.

Brand Identity of Godrej Jersey by NH1 Design
Brand Identity of Godrej Jersey by NH1 Design

New Collaboration Calls for a New Brand Identity

After the collaboration with Godrej, Jersey needed to revamp its brand identity and ensure that it was fresh as well as familiar. It was found that the branding had become outdated and that Jersey’s competitors had rebranded according to the modernised market. After further research, the team at NH1 Design decided to rebrand the products while staying true to its long-standing heritage and making sure it is appealing to today’s generation.

Brand Identity of Godrej Jersey by NH1 Design

Complex Portfolio Navigation

The team at NH1 Design found that the brand lacked consistent graphic design elements which could lead to deterrence in communicating the brand identity in a simplified manner. To rebrand, a coherent design theme was an essential component of the plan. The consumer brand association with Jersey of over 25 years needed strengthening as the brand loyalty for the product had to be affirmed. Moreover, it was found that collaboration with Godrej had not been effectively communicated and signified as a part of branding. Hence the team decided to leverage the Godrej name during rebranding to become relevant and modern by other dairy competitors.

“The signature cow patches were retained as they had maximum recall value and were redesigned to give the packaging a contemporary look”

Brand Identity of Godrej Jersey by NH1 Design

Godrej Jersey – A Modernised Brand

The brand was given a modern look as this would enable an easy connection with today’s generation. The team started by retaining the iconic cow packaging as it had a high recall value and could be used as a contemporary design which symbolises the modernised consumer mindset. This design solution fits seamlessly for other milk-based products without making them seem alienated. This recognisable pattern was colour coded to simplify brand identity and provided a coherent brand theme.

The logo of the new brand now showed a modern font while the typography and the patch on the pack had been curved to resemble a smiling face. Furthermore, different names indicating clear descriptions for each product were introduced to convey a straightforward message about the product. Cultural products such as ‘doodh peda’ and ‘lassi’ were included to ensure Jersey could be a part of the Indian household during celebrations and festivals. The new design theme reaffirms customer loyalty while continuing the promise of trust and good quality personified by Godrej.

Brand Identity of Godrej Jersey by NH1 Design

Every year many exceptional design briefs are being answered with brilliant solutions by many talented designers. Some manage to reach the limelight through awards and other recognitions, but not all. And that is where the ‘DCS-01’ comes into the picture with detailed case studies highlighting the challenges, research, and the unique solutions to each obstacle faced in reaching these final design solutions. An inspiration and a collection of quality design projects created in India recently.

 

So, if you are creative freelancer, agency, studio, corporate or a design student, who needs inspiration and want to know the process of making great designs, then this is a must-have book for your collection. Order it today to reserve a copy of this limited stock book.

LATEST RELEASE
CURRENT ISSUE
Creative Gaga - Issue 51

 

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The brand identity was done by Elephant Design to ensure ancient Indian millets could make a comeback into the market in its raw, authentic and unprocessed form. The millets were highlighted as healthier alternatives that could be used with extreme versatility and fit into the contemporary Indian person’s diet.

The Clients’ Ethos

A venture of Fountainhead Foods, Health Sutra was launched in 2013 to create packaged food with the goodness of millets that can easily be incorporated into the contemporary Indian lifestyle.

Brand Identity by Elephant Design

Launching Health Sutra

As a relatively new player hopping on the healthy food bandwagon, Health Sutra aimed to enter into retail with their range of millet products. The aim was to create awareness on how millets – an Ancient superfood – can be eaten at every meal and customised to suit today’s lifestyle.

Brand Identity by Elephant Design

The Prehistoric Goodness

The humble millet – an ancient superfood, is packed with fibre, keeps us full and is loaded with nutrients beneficial to the human body. Health Sutra saw a market for millets in the health-conscious shopper that would be aware of the benefits of the millets and choose this over the heavily processed grains available in the market.

Unbeatable Versatility

The modern Indian mother, when it comes to breakfast, likes relying on less-processed options. She is also familiar with Jowar, ragi, and Bajra, but doesn’t always connect them to basic food preparations like Poha, idlis and so on. This proved to be a challenge as even though most Indians are aware of millets and its benefits, but are unable to incorporate them as a part of regular meals. The team at Health Sutra had to come up with a wide variety of options that could be used for breakfast, lunch or dinner and even snacking. Another thing to be kept in mind was that it had to be tailored to fit into the contemporary Indian diet with ease.

Enabling Pickup Potential

Different colours were used to code different types of millets for establishing a brand identity and enabling easy identification. The pickup potential of the product was crucial due to its nature which led to the creation of innovative products such as Jowar idly mix and Ragi flakes/Jowar flakes to be consumed as breakfast cereal instead of its sugary, processed counterparts available in the market. This outlined both, the versatility of millets and the variety of ways in which millets could be prepared by the consumer to suit the modern Indian diet on an everyday basis.

Brand Identity by Elephant Design

Mixing the Tradition with Modern

The role of branding was to highlight the edge of the product which it has over its counterparts and also establishing a brand identity that showed a blend of traditional goodness on the modern breakfast table. Several purpose-driven design elements were added to depict farm freshness and authenticity.

 

Custom illustrations with different colour palettes were added to signify and personalise each variant. For example, the breakfast bowl and the sun were used to convey the purpose of the product in a simple non-textual manner. And to highlight the raw and unprocessed nature of the product, a transparent window was created to show customers what exactly they were getting. Additionally, the tagline ‘Millets of India’ was added to highlight its authentic source.

Brand Identity by Elephant Design

Every year many exceptional design briefs are being answered with brilliant solutions by many talented designers. Some manage to reach the limelight through awards and other recognitions, but not all. And that is where the ‘DCS-01’ comes into the picture with detailed case studies highlighting the challenges, research, and the unique solutions to each obstacle faced in reaching these final design solutions. An inspiration and a collection of quality design projects created in India recently.

 

So, if you are creative freelancer, agency, studio, corporate or a design student, who needs inspiration and want to know the process of making great designs, then this is a must-have book for your collection. Order it today to reserve a copy of this limited stock book.

LATEST RELEASE
CURRENT ISSUE
Creative Gaga - Issue 51

 

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.

Brand Identity

Step 01

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.

Brand Identity

Step 02

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.

Brand Identity
Brand Identity

Step 03

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.

Brand Identity

Step 04

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.

Brand Identity
Brand Identity

Step 05

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.

Brand Identity

Step 06

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.

Brand Identity

Step 07

Finally, logo variants were created for various printing and size limitations. These included simple gradient, flat colour, black & white and reverse versions.

Brand Identity

Step 08

An Arabic version of the identity was also created for their export business. The typeface was custom made to match its English version.

Brand Identity

Step 09

The new Nirlep identity was showcased through the brand book that detailed the brands journey to fit the lifestyle of young Indian couples.

Brand Identity

Step 10

The new brand identity was made widely visible by launching through various media both outdoor and in-shop.

Brand Identity
Brand Identity

Step 11

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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Mailchimp, a successful marketing company, announced a rebranding that stands out while staying true to the essence of the company.

Rebranding
Rebranding
Rebranding

Brief/ Challenge:

The marketing company, Mailchimp has grown exponentially over the past 17 years of their existence. After all the success they wanted a complete rebranding that caught everyone’s attention and stayed true to their identity.

Rebranding
Rebranding
Rebranding
Rebranding

Solution:

When young companies grow over years and succeed, they tend to go for a rebranding that reflects their new found maturity and expertise in the field. The general trend is to shed their old skin of unpolished branding, to embrace a more sophisticated, cutting edge appearance.

Rebranding
Rebranding
Rebranding

Collins, a New-York based strategy and design company, did the exact opposite with the rebranding for Mailchimp, and that’s what makes it interesting. Instead of reflecting the 17 years of success and experience the company has seen, the rebranding demonstrates a child-like personality, with rough and sketchy illustrations and a 1920’s typeface. Even Freddie, the logo-cum-mascot was slightly modified but retained. The overall feel of the branding is something of a kindergarten scrapbook, but in doing so the brand comes across as friendly. The rebranding dispels the unapproachable vibe that we generally see with technology companies. Only time can tell if this strategy will work. But it is definitely a bold and unique approach.