Creative Gaga #34 - Rebranding Special

Ask the right questions Landor, Mumbai

Pg 42

How MTR got their winning rebranding?

Mayuri Nikumbh

Pg 56

# 34

Change is good, are you ready for it ?

Ninee Rao

$ 9.99/-

Pg 62

`399/-

Cover artwork by

Your Dose of Inspiration

Cre a t i v e G a g a . c o m

CUB DESIGN

SPECIAL ON

Rebranding the brand

behind his work on p46

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Featured Folks

A bunch of insights, techniques and inspiration from the best creative minds of the country.

Ketaki Chavan

Anant Ahuja

Ninee Rao

Yogesh Bhusare

Chandan Wadhwa

Founder of Cub Design

Founder of Inchwork Studio

Brand Strategy Head at VGC

Illustrator

Director, Lopamudra Creative

Mayuri Nikumbh

Lokesh Karekar

Jaseem Thayal Shareef

Uttam Hasabnis

Rohan Dahotre

Design Director at Elephant Design

Founder of LOCOPOPO Studio

CEO of WowMakers

Creative Consultant, Cub Design

Illustrator

Editorial Team

Advertising Team

Editor-in-Chief: Nitin Tiwari Nitin@CreativeGaga.com

Chief Marketing Officer: Sudhanshu Srivastava Sudhanshu@CreativeGaga.com

Art Editor: Anureet Kaur Phul Anureet@CreativeGaga.com

Branding & Mktg. Consultant: Anuj Rampal Anuj@CreativeGaga.com

Operations Editor: Pragya Bharti Pragya@CreativeGaga.com

Sales & Mktg. Consultant: Sanjeev Anand Sanjeev@CreativeGaga.com Distribution Executive: Pankaj Bhardwaj Pankaj@CreativeGaga.com

Features Writer: Rutvi Ashar Rutvi@CreativeGaga.com

Published by

Open Bracket Publication aims to publish trade-specific, knowledgerich magazines. Creative Gaga is our launch product, aimed at graphic design, animation, illustration, photography, product design and contemporary art. ŠOpen Bracket Publication 2010. All rights reserved.

No part of this magazine may be used or represented without the written permission of the publisher. Creative Gaga is not responsible in any way for the views expressed by the artists. The copyright of the artworks rests with the artists themselves.

Features Writer: Mohnish Dhagat Mohnish@CreativeGaga.com

Contributors

Directors_Nitin Tiwari & Anureet Kaur Phul Financial Consultant_KSMC & Associates

Designer: Shelesh Kumar Shelesh@CreativeGaga.com

Surjit Kaur, MP Tiwari, PPS Phul, Jaspreet Singh, Puja Bhargava, Samvit blass, Smridhi Seth, Palakshi Naha, Rahul Vijaykumar, Jithesh Lakshman, Akshay Kumar

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Contents Creative Gaga Magazine - Issue 34

Packaging Design

22

Zappfresh.com

Illustration

30

by Lopamudra Creative

Illustration 09

Modern Sanyaasi

by Yogesh Bhusare

Happening Around!

INSPIRING TRENDS Nature Enhanced

by Rohan Dahotre Adding details to the nature.

Instinctive Ways

by Anil KS Aim to spread smiles!

Furry Friend

by Rohan Dahotre

Pg 08-11

SPENDTHRIFT

Pg 12-13

A bunch of thoughtfully designed stuff that you can acquire.

PROJECT FOCUS Fine Art of Baking

by Cub Design Feel the baked goodness in logo.

Power of Communication

by Impprintz Studio Pack to attract the right audience.

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Pg 14-27

Branding Design

Linking Heritage

by Landor Mumbai

48

Your favourate Dahi in new avatar.

Pure Design

by LOCOPOPO Studio Inking the luxury.

Happily Packaged

by Lopamudra Creative Have a happy meat buying!

Modern Legacy

by VGC Reigniting history in a new light.

Figures EARLY RISER

Pg 30-35

Reaching Dreams

by Yogesh Bhusare

Take Me to Portugal!

Dreams shining in the eyes!

by Inchwork

GAGA WORTHY

Pg 36-41

Beyond the Idea

by Aditi Dilip

Packaging Design

how simplicity is always the best way out.

42

STUDIO SCOPE

Pg 42-53

Brand Necessity

by Landor Mumbai

Ask all the questions before hand.

A Startup Journey

by Inchwork Learning at work.

VANTAGE VIEW The Gut Never Lies

by Chandan Wadhwa

Pg 54

Choose Your Colour Wisely

by Uttam Hasabnis

Pg 55

Redefining Brands

by Lokesh Karekar

Pg 60

An Engaging Explainer

by Jaseem Thayal Shareef

Pg 61

Don't ignore the opportunity.

Understand the importance of colours for a great branding.

True to Origin

Packaging Design

by Landor Mumbai

What it takes to carry out effective re-branding

Explain your product or services more effectively.

56

Gyaan

The Approachable Specialist

by Mayuri Nikumbh

Pg 56-65

Learn to rebrand the age-old brand!

Change is Good!

by Ninee Rao

The different ways of rebranding.

Designer Life!

15MM OF FAME

Pg 66-69

Stroke of Passion

by Siddharth Varma

The passion for hand-drawn illustrations.

MTR Rebranding

by Mayuri Nikumbh

The Psychedelic Glow

By Shivam Thapliyal

Colourful digitised art smeared on a black canvas.

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01 True to Origin.

Made from authentic ingredients and local recipes. The packaging was developed to break through the clutter and position the brand as a category leader.

Brand necessity Headed by Lulu Raghavan, one of India’s most influential 50 women, Landor Mumbai is a leader in strategic brand and design consultancy. The team talks to Creative Gaga on how their approach is unique in handling branding and rebranding for some of the well-known clients.

01

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02 Brand New Classic.

A redesigning exercise of the cover of a classic novel to make the book and its theme appeal to the younger audience.

Landor Mumbai Landor Mumbai has been helping brands like Anita Dongre, Taj Group, Mahindra and many more to build their brands at home and overseas. Started in 2008, it is one of the fastest growing offices in the South East Asia and Pacific region. They are branding experts providing various branding services. landor.com/offices/mumbai

CG. How do you start the process of design?

What role does colour, typography, scale and other visual tools play in order to achieve the final output?

LM. The process of design exploration always begins with defining the brand and what it stands for. We use Landor’s proprietary tool, the Brand Driver Platform, to briefly capture the desired meaning of the brand. This brand meaning is then reflected in design through different manifestations. To start the design process, we undertake exhaustive colour, typography and photography studies to arrive at all possible considerations for the brand’s visual expression.

CG. What are the key points you consider along with the client's brief before you start working on branding or rebranding?

LM. Before we start, it is important to evaluate the necessity of the change. The degree of change needed should also be paid attention to. Some questions which need to be answered before taking a call are:

Does your brand need tweaking or a complete overhaul?

What does the future of the company look like?

02

To what extent is the organization changing?

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56

Brand Stand

The Approachable Specialist We all have a soft corner for the old brands as they been helping us in many odd times and needs. But as our lives are getting modernised so do our choices and requirements. To match that and continue to stay on our kitchen shelves, MTR has gone for a rebranding exercise with the help of Elephant team. Here, the Design Director, Mayuri Nikumbh explains the process and thoughts behind the rebranding of this age-old brand.

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Issue 34

Tracing The Roots With a legacy of over 90 years, MTR is a brand that has stood its ground for offering authentic Indian food products and emerged as a choice to reckon with for Indians all over the globe. When the process of re-branding started, there was a lot of previous equity, which was valuable to the brand and required to be retained.

However, the consumer needs and behaviour had changed with the time and the brand needed to recognise and appreciate that by offering them just the right balance of the past and present.

Mayuri Nikumbh

With a masters degree in Visual Communication from Industrial Design Center, IIT Bombay, Mayuri Nikumbh has more than a decade’s experience with successful stints at many digital and design firms, she is currently leading the visual communication design vertical at Elephant, India’s largest independent integrated design consultancy. She has worked on some of the leading global and national brands like Microsoft, Heinz, Abbott, PepsiCo, Godrej, TATA, Britannia, Paperboat, Eicher Polaris, Mars Food, MTR Foods, HDFC bank and many more. elephantdesign.com

Decoding Modernity With a portfolio that boasted of more than 130 products across various categories, it was imperative to re-examine the entire architecture in order to simplify it while retaining some familiarity.

Modern day consumer is bereft of time and seeks ease of navigation at the supermarket and now even on the grocery portal too. Studies showed that the modern woman doesn’t look at all foods with the same lens. There are varying degrees of authenticity, expertise, delight, convenience and health that she seeks through different types of foods. The task at hand was also to infuse more emotion into the brand – to appear more like a knowledgeable companion in the kitchen. Simply, befriend the consumer rather than intimidate her.

The Building Blocks Categorisation & Architecture There were layers of information on the then existing packs that had now become redundant and not aiding the consumer in navigation or purchase decision. The pack architecture was simplified to keep the product name in focus for ease of purchase supported by the category colour coding for ease of navigation

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57

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Chandan Wadhwa

Director, Lopamudra Creative www.lopamudracreative.com

The Gut Never Lies Is it the right time for rebranding? And what may be the pros and cons of missing this opportunity? Many questions surface in our mind when we think of rebranding. Here, Chandan Wadhwa, director of Lopamudra Creative, provides answers to some of them with his unique experience.

Changing your branding is a great move but it can also turn into an embarrassing goof. It’s a risky endeavor. Though a lot depends on the purpose of rebranding whether it is a turning point in the company’s history or a massacre of followers.

Whichever is your reason, but rebranding surely calls for great marketing efforts. Without it the brand could just loose it all, as the old doesn’t exist and the new has no recognition. Recently Airtel, Videocon and Micromax; all did a great marketing exercise after rebranding to capture the market and gain recognition.

It’s always and never the right time for rebranding.

It’s a decision that is based on a lot of variables and comes down to your brand’s exact positioning in the market. If rebranding has ever crossed your mind, then it’s a good indication to start researching. No one knows your customer and brand better than you. Just trust your gut!

If you are still indecisive about it then here are a few pros and cons of rebranding.

Pros

• A new vision. A new promise. And new customers.

• Your brand will be in sync with the industry trends and the new generation.

• You will be ready to grab fresh opportunities in the new market.

• Brings a fresh energy into a workplace. Employees stick around more expecting better opportunity.

• It also surprises your competitors.

Cons

• Expensive and time taking exercise. Requires

Patience unless you hire Fiverr (but then you are definitely screwed).

• If you change your visual marketing without

changing the company focus or vision, customers will detect that the new image is just ‘the lipstick on a pig’.

• And rebranding without remarketing is a 'Suicide'.

• Rebranding is sometimes confused with a change

of ownership or even bankruptcy. So, if you don’t do the research and hire the right experts, you can end up confusing your existing clientele too.

To summarise, if you are thinking about a rebranding exercise, don’t forget that it is an overall strategy and not just as simple as changing your logo. Every element you change can have a significant impact on your brand image as a whole. Also, make sure your new brand identity should be consistently carried across all marketing channels

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