With modernization, channels often strategize to rediscover and reposition themselves in the market through rebranding. A refreshed packaging involves renewing the logo to proposition a change that is synonymous with the content and the tagline adopted by the channel.
Zee Cinema, since its inception, has stood for three things: Movies, Masti and Magic. With the commencement of a new era in cinema, the brand decided to undergo a total visual transformation including a shift in brand focus – to dial up the Magic and Masti quotient in their brand promise. Thence the company approached Dynamite Design to re-assert their brand with a novel visual approach.
The major challenge here was to create a defining visual identity for Zee Cinema that was befitting with the brand’s overhauled roster of sister channels. As a movie channel, it was important to keep the visual identity true to the brand’s philosophy by encapsulating an idea true to the content delivered.
Utilizing the concept of light and its movement to portray the channel as a portal, the design embodied the magic of light that leaks out of the film projector to create the charm of cinema in its logo. The rays of light designed in the logo emulate the shine and light leak of a film projector creating a sense of drama to visually connect the audience with the channel’s true identity. The same concept was taken forward for the channel idents with the alluring thaumatropes created through a series of stark visuals that conveyed masti and magic – the two core ingredients of Zee Cinema.
With the concept in place, the visual language was extended and interpreted throughout with a rich and vibrant colour palette for the on-air packaging in the studio environments. These designs seamlessly transcended for the off-branding as well.