De-Constructing Brand Design Changes. Brand Identity: Revamping the old corporate logo to connect...
If you can't read please download the document
De-Constructing Brand Design Changes. Brand Identity: Revamping the old corporate logo to connect with its customer base, rejuvenating the corporate brand
Brand Identity: Revamping the old corporate logo to connect
with its customer base, rejuvenating the corporate brand identity.
Decoding the brand logo changes: Adding different colors and making
the logo brighter to connect with the brand statement Celebrating
life adding vibrancy to the brand Providing a contemporary look to
the traditional banyan tree and the font design; representing
todays lifestyle and a India that is younger and lively. The tree
also symbolizes natural based solutions for a healthy and natural
lifestyle with growth. Trunk of the tree with three stems represent
how the brand plays a vital role in a family, establishing an
emotional connect. This could compliment with other logos seen in
other spheres of life as shown. This further helps in building
trust and makes a Dabur product more relevant. Outcome : Be it a
hair product, skin product, oral care, massage oil or food and
supplement, the brand Dabur is deeply rooted in trust, care and
support. Establishing a new brand architecture wherein Dabur will
be the master brand for all its products Evolving as worlds largest
Ayurveda brand and increasing its global reach
Slide 3
Brand Identity : Nerolac has been a well renowned brand since
1950, so when Kansai took over the brand they decided not to name
it as kansai paints as they wanted to stay connected to the
customer base which connected with the brand Nerolac and hence they
combined the name as Kansai Nerolac, so that the brand Nerolac
remains alive Decoding the brand logo changes: If we notice the O
in the new logo, it is cut at the top just like the previous logo
with font and colors changed which indicates their message tha We
are still the same, but with few changes. Thus keeping the
corporate and the brand identity fresh in customers mind The
complete corporate makeover of the logo shows changing times in the
paint industry and the use of colors like blue and red indicates a
bright future for the company Removing the tiger -> Providing a
mature image to the brand Outcome : Creating distinct and unique
brand image like competitors like Asian Paints
Slide 4
Brand Identity : Positioning as health drink and with a modern
and new look This is similar to what Google has added to its latest
android phone Roboto. Google describes the font as, modern, yet
approachable and emotional. The same is shown in the image given
below. Decoding the brand logo changes : The picturisation of the
colored milk like liquid as a part of the packaging leverages upon
the brand message which is Sofit is not milk, but it is just as
good The color of the packaging shows its various flavors with
which customers can connect easily The font used is lean and thin
indicating health benefits. The curves of f and t showcases brand
identity as modern and own able and set it apart from the rest.
Outcome: Positioning the brand Sofit as a health drink reaching out
to masses
Slide 5
Brand Identity : Brand Officers Choice symbolizes status,
class, respect & a sense of control Decoding the brand logo
changes : Packaging Changes: font and badge is kept the same
stating the taste is the same and just the bottle is changed The
golden touch gives a classy and royal feel to the brand whereas in
the older packaging it looked more of a beer bottle a less like a
whiskey bottle. Also the presence of lot of ridges made it look
like a juice bottle which would confuse the customer. Use of the
crest provides a royal feel to the brand which is usually used for
products from UK. As shown in the logos below the use of crest adds
a differentiator to the over all brand image which separates it
from rest of the products. Outcome: Connecting just not with the
taste but also with the status quotient of its customer base
Slide 6
BrandBrand IdentityPackagingCustomer MotivationRetail
Environment DaburLeading Ayurveda brand built on trust, care,
support & growth As per the product with Dabur brand logo
design Emotional Connect with the brand as it goes back to Indian
traditions and links up with todays lifestyle Distinguishes from
the other Ayurveda and herbal brands such as Himalaya etc Kansai
Nerolac Keeping the olden golden Nerolac brand alive along with new
corporate leadership of Kansai Standardizing the packaging with the
same combination of colors displaying the change for a brighter
future Strengthening the brand relationship due to old brand
association with Nerolac. Compete with other major players such as
Asian Paints with a new distinct and unique brand image SofitHealth
and wellness product New look connects with the masses stating the
health benefits An alternative to consuming milk for more than a
reason one being tasty and healthy Synonyms with soya milk as a
power packed nutritional beverage Officers Choice Status, Class,
Respect and a premium brand Setting it apart from old beer looking
bottle and separates it from rest of the bottling To try something
rare and unique Packaging playing a vital role in differentiating
the product in a fragmented liquor makret