De-Constructing B rand Design Changes

1. De-Constructing Brand Design Changes

2. 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 world’s largest Ayurveda brand and increasing its global reach

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 customer’s 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

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

5. Brand Identity : Brand Officer’s 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

7. Thank You