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Itu Chaudhuri Design shares their journey in creating a new packaging redesign for Epique, a premium skincare line by the renowned ALchem International. They reflect on the challenges, the trials and tribulations that led to the new, breathtaking packaging aptly reflecting the brand and its values.

Itu Chaudhuri

Client – Alchem International
Requirements – Packaging Redesign

The Brief

Epique is a premium skincare line founded on the superior quality of its plant extracts, a strength derived from its parent company’s 75-year history. With operations in Turkey and India and plans to expand, they approached ICD to redesign their packaging seeking a more luxurious position in the market.

Itu Chaudhuri

Key Requirements

The packaging must:
1. Establish the brand’s luxury position
2. Be strikingly visible on shelves
3. Establish the product’s premium pricing
4. For the longer term, be aimed to create a brand platform bullet based on the brand’s inherent strengths of “natural beauty enhanced by science.”

The Problem

Epique had to carry Alchem’s legacy—one of an advanced, scientific manufacturer of high-quality plant extracts while maintaining its luxury position. With Epique’s claim of excellence rooted in science, it had to occupy the third space—at the intersection of science, beauty and luxury. And this had to reflect on the packaging design. This was the biggest challenge that the design needed to overcome.

Itu Chaudhuri

Strategy

Luxury skincare is at the centre of science, beauty and nature.

 

Epique’s strength stems from its parent company’s 75-year history of producing superior plant extracts for the world’s leading pharmaceutical and cosmetics companies. Its claim to be the best is founded on science. As a result, Epique’s approach to luxury required a third space. It would reside in the triangle formed by nature, science, and beauty. Epique’s position in the third space allows it to occupy its chosen shelves with greater relevance and legitimacy, giving it a confident presence. The packs justify the product’s premium pricing. For the longer term, they aimed to create a brand platform bullet based on its inherent strengths: natural beauty enhanced by science.

Itu Chaudhuri

The Approach

Fits in the laboratory, clinic or a beautician’s studio.

 

A new, emphatic brand unit was developed to dominate the pack making it strikingly visible on the shelf. Epique is represented by its phonetically prominent letter rather than its initial, with the letter Q becoming a carrier of mystique and femininity. Epique’s approach to luxury lives in the triangle formed by beauty, science, and nature, with its claim of excellence rooted in science. Its tone is aloof, and its vocabulary is technical and follows a botanical nomenclature. Its embellishments add to the tone by using typography that is appropriate for both informative labelling and fashion.

Itu Chaudhuri

Design

Solid green for nature and the clinic.

 

Epique evokes luxury through a visual style based on an economy of gesture. It is a hushed style with materials, colour and typography strategically chosen to achieve it. The solid green creates a colour-blocking effect on the shelf. Its hue suggests nature and the clinic, establishing Epique as natural and scientific at once, in keeping with the third space it occupies. Pearlescent surfaces are contrasted with hyper-reflective finishes to enhance Epique’s luxury and clinical feel.

It’s represented by the letter Q which is designed as a pair of leaves, giving it softness and femininity. The brand name and country of origin are nestled in the Q in a classic typeface that harkens back to the dawn of modern fashion. In keeping with the third-space principle, this balances out the packaging’s quasi-scientific tone.

Itu Chaudhuri
CURRENT ISSUE
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Lopez Design shares their journey of creating the brand identity and Strategy of the Digital Health Week, reflecting upon the challenges and trials that led to their unique and impactful communication design.

Digital Health Week Brand Identity and Strategy by Lopez Design

Client – Digital Health Week
Requirements – Branding Identity, Brand Strategy and UI/UX Design

Brief

Digital Health Week’s identity had to champion Transform Health’s mission of using digital technology to improve health. With a focus on an equitable landscape, DHW aims to deliver high-speed and scalable data analytics resulting in a more significant and broader impact. This global week-long celebration of ‘digital health’ features colourful stories about communities from various sectors, technologies, nations, and regions. This year’s DHW is scheduled for November 29th to December 3rd, and it is intended to be a recurring event.

Lopez Design

Key Requirements

The Brand identity had to
1. Position Digital Health week as an important and exciting global moment.
2. Highlight their core message powerfully.
3. Aid in pushing the message for the digital transformation of health.

Digital Health Week Brand Identity and Strategy by Lopez Design

The Problem

The communications had to be designed to spur political action in support of Universal Health Coverage via digital transformation. Lopez Design’s main challenge was to create an identity that bridged the gap between digital and health.

Digital Health Week Brand Identity and Strategy by Lopez Design

Strategy

The identity created by Lopez Design for the Digital Health Week event supported Transform Health’s mission to use digital technology to improve health. Their Digital Health refers to a broad range of healthcare innovations, from mobile health (mHealth) apps to artificial intelligence in healthcare, that aim to improve healthcare coverage and quality. This aspect of inclusiveness, speed, diversity, and possibilities for a better future is captured in the visual language. The created identity adapts to every medium, from static infographics to social media posts to motion graphics and event website design.

Digital Health Week Brand Identity and Strategy by Lopez Design
Digital Health Week Brand Identity and Strategy by Lopez Design

Approach

The main goal of their communications design was to emphasise how technology could help people be happier and more prosperous. Photography is used to add a realistic element to the brand, making it stand out in the tech landscape. The photographs covered a wide range of healthcare innovations, including mobile health (mHealth) apps, patient record digitization, and personalised medicine, as well as artificial intelligence in healthcare, wearable devices, and ingestible sensors. These images permeated the audience’s consciousness, highlighting the human aspect of technology.

Digital Health Week Brand Identity and Strategy by Lopez Design
Digital Health Week Brand Identity and Strategy by Lopez Design

Design

Lopez Design created multiple-coloured lines to easily demonstrate how digital technology could impact diverse groups of people around the world. This vibrant visual representation depicts digital technology’s innumerable exponential possibilities. These colours and patterns were also used to create visually appealing, vibrant motion graphics for the entire event. The fast-paced animation of the lines represents the speed and flexibility of digital technologies in providing Universal Health Coverage to all.

Lopez Design
Lopez Design

They combined the ‘i’ of the digital to the ‘l’ of health to emphasize the coming together of digital technology and health to transform the health landscape. A condensed type font, Big Shoulders was selected to give emphasis to how technology enables the compression of time and space to accelerate universal health access.

Digital Health Week Brand Identity and Strategy by Lopez Design
Lopez Design
CURRENT ISSUE
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A medical app bringing care, comfort and convenience to your doorstep. Here is a peek behind the magician’s curtain to understand the design elements and the effort that went into creating the Cloudnine Mobile application by Redd Experience Design.

Medical App by Redd Experience Design
Medical App by Redd Experience Design

Who are they?

Specialising in maternity, child care and fertility, Cloudnine Hospitals is one of the nation’s largest single-speciality hospitals. Founded in the year 2007, the hospital caters to mothers’ and children’s needs, offering tailor-made services to ease and celebrate the journey of motherhood.

Medical App by Redd Experience Design

The Goal

The journey to motherhood is as beautiful as it is tedious. This joyous journey can sometimes get overwhelming, especially with the number of appointments, scans, and doctor visits. Hospitals are an integral part of childbirth and pregnancy. Hence, the experience must be as seamless and easy as possible for expecting mothers. It is the objective that motivated the design for the Cloudnine medical app. The mobile application is designed to serve as a single interface for the entire hospital.

Challenges

A single app to cater to the needs of patients, doctors and administrative staff alike can be quite a challenge. One must understand the issues faced by these separate factions and offer a single solution to eliminate all the troubles while also appealing to the aesthetic sense. It is imperative that the app eradicate existing problems and address the needs and ease the doctor’s visits as much as possible for all parties involved. The issues commonly faced by patients, including booking appointments, keeping up with doctor’s recommendations, procuring medicines, and maintaining medical reports, must be addressed, keeping in mind the patients’ sensitive nature.

The Process

To design the most optimal app, a thorough study of the subjects and market research is crucial. After several interviews with patients, doctors and staff, the problems were identified and listed. Some of the most common and troublesome issues were appointment bookings, long waiting hours, means to reach out to doctors in case of emergencies, maintenance of medical records, and the number of staff one must navigate before the check-up. The solution for most of these issues lies in reducing middlemen between the doctor and patient. While this is a medical app, it must exude an aura of calm and elegance even as it reflects the vibrance of motherhood; the font, colour palette and style were designed to achieve this.

The Final Design

To decrease the time spent at the hospital, the app provides several services such as valet, status in the queues, among many others. The appointment booking is especially beneficial and hassle-free. Instead of allotting an exact time for appointments, one book a time slot and their status in the queue is designated based on their arrival at the hospital. The app also provides options to chat with the doctors and jot down questions prior to consultation, which can directly be accessed by the doctor during the check-up, a detailed consultation card with the doctor’s recommendations, and an organised slot for the medical reports of the patient for easy access. This medical app goes one step further and offers various communities and groups where expecting parents can socialise. It also supports multiple account holders so that the partners can also access the app.

Impact

This app has successfully reduced the waiting time from three hours to one hour while also reducing the number of steps in the registration and appointment process. Since the number of middlemen involved has diminished, the process has become hassle-free. This being a medical app suite can be accessed by everyone, from top administrative officials to valets, thus seamlessly weaving the hospital’s entire working.

Medical App by Redd Experience Design
CURRENT ISSUE
Creative Gaga - Issue 55

 

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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…
CURRENT ISSUE
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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.

CURRENT ISSUE
Creative Gaga - Issue 55

 

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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.