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.


Order Your Copy!

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


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.



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.


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.


Client: Mailchimp
Design Studio: Collins
Solution/Expertise: Branding Strategy, Communication Design

The Costa Rican advertising agency, Publimark Mullenlowe, imagined what the branding & identity for the venue of the games would look like, and explored the possibilities of design.

Publimark Lowe toyed with the idea of having the 2016 games organized in their country, Costa Rica. They decided to explore the scope of branding for the venue if it were hosted in one of their provinces. The objective of the design was to encompass the very local nature of Costa Rica, making sure to keep the indigenous culture, art and flavour intact; and yet being perceived as a global design for international games.



A group of designers created a brand identity for each of the seven provinces, taking inspiration from the rich culture, architecture, nature, and the warmth of the people.

1. San Jose 

The capital of Costa Rica is an emerging city where one can witness the rich culture, as well as the progress and development.

The logo reflects 3 aspects of the city, the energy, the ever-changing landscape, and the rich diversity of culture and history. The dynamic logo form is taken from 3 parts of the city map, which is abstracted and adaptive.

The branding is inspired from the vibrant energy of the city, the duality of nature vs. city, and the effervescent nature of the people.

2. Alajuela

Famous for its volcanoes, cattle rearing, natural resources, warm people and intricately hand-painted ox carts, this province has an incredibly vibrant culture.

The logo is a rendition of the iconic ‘torch’ of Juan Santamaria, with the elements inspired from the ox cart paintings.

The branding is inspired from the organic art style of the ox cart paintings, letting the identity have a dynamic personality that complements the stance of the sportsmen.

3. Cartago 

A small province that is abundant in its indigenous flora, fauna and architecture.

The logo brings together 3 important natural and man-made architectural icons of the province, namely, The Basilica, Turrialba Volcano and Cachi’s Dam.

The branding is inspired from the intricate mosaic tile work seen in the province, using this as the base.

4. Heredia

This is the smallest province of Costa Rica. It is known for its flowers, the peacefulness and sense of belonging of the people.

The logo combines these very factors thus representing a petal and a joyful person.

The branding began with the petals, which further expanded to overlapping patterns and layers.

5. Guanacaste

This province is known for its folklore, history, and vast landscape.

The logo is an abstraction of 3 key points, the art, the landscape and the bull fights.

The branding embodies the earthy, rugged nature of the province.

6. Puntarenas

This is the largest province of Costa Rica. Here it meets the majestic Pacific Ocean, thus it is known for its beach, sunsets, seashells and waves.

The logo is inspired from the shell form, abstracting it, yet rightly representing Puntarenas.

The branding uses the logo form and plays with the repetition of patterns creating a versatile identity.

7. Limon

This province is known for its fantastic flora and fauna. The people here are happy and vibrant, and are infamous for the carnivals.

The logo brings together all these elements, creating something eclectic, cheerful and lavish.

The branding is a result of layers of the different elements of nature and the people.



San Jose – Marianela Solano

Alajuela –  Gloriana Guadamuz

Cartago – Adriana Astúa

Heredia – Susana Salas

Guanacaste – Franklin Guevara

Puntarenas – Rodrigo lobo

Limon – Milena Soto

3D & Modeling

Tatiana Astúa

Giovanni Rojas


Video & Audio

Big Bang Studio

Submarino Studio

Copy Writing

Federico Nieto

Catalina Restrepo

Anton Pleshcheev

Victor Rosas