Client: Godrej Appliances
What we delivered: Logo Applications with Revised Tagline and Design Solution to feature products
Agency: CreativeLand Asia
Role: Associate Creative Director
Godrej Appliances' brand guidelines mandated white backgrounds for product imagery, akin to Apple's minimalist style, which limited vibrancy. Additionally, designing a flexible template to feature products of various sizes posed a challenge. Our goal was to strike a balance between adhering to brand guidelines and infusing more colors to enhance brand visibility.
Colorful ridges for rectangular products
It was a dual challenge: create a logo application incorporating the new tagline "Soch ke banaya hai" and highlight brand colors to enhance product visibility in communication design. Recognising that most appliances are rectangular, we devised a solution: triangular ridges showcasing three brand colors to accentuate the predominantly grey products. Some glimpses below of the revised guideline.
Content sensitive design
These ridges were crafted with adaptability in mind, effortlessly conforming to different products, content types, and ad dimensions. Their versatility allowed them to seamlessly integrate into various marketing materials, ensuring a consistent and cohesive brand presence across diverse platforms.
2 problems one solution
By incorporating these brand-driven ridges as backdrops for the featured appliances, we added a multi-layered dimension to the ad. This not only enhanced the visual appeal but also provided a strategic space to showcase unique selling proposition (USP) icons, effectively highlighting the key features and benefits of each product as you can in the following ads 'withDuoFlow Technology.
Results
Our innovative approach successfully bridged the gap between Godrej Appliances' brand guidelines and the need for increased visibility and vibrancy. By integrating brand colours thoughtfully across various touch-points, we enhanced brand recognition and engagement both in-store and out-store. The concept of Colourful Ridges not only breathed new life into Godrej Appliances' marketing materials but also reinforced their brand philosophy of Soch Ke Banaya Hai, showcasing their commitment to thoughtful design and innovation.
