Branding / CI

The project

Designing the brand experience, strategy and identity for the silver jubilee celebrations of the company, the project approaches the milestone anniversary as a strategic tool to narrate the organisation's story with depth, substance and authenticity. It is a broad community initiative and a long-term campaign that lays the groundwork for establishing a legacy of giving back to the community and doing the right thing always. It is divided into 3 parts:

The Strategy:

Olympics is the metaphor for the year-long celebration for which there is an opening ceremony, a closing ceremony and monthly activities, each month tied to a theme around the values of the company. The events and activities every month focus on the well-being and growth of the community and are connected to the gift box.

The Gift Box

The gift box was designed in-house to impart an experience, rather than curate objects. The focus was to bring the community together during these times and to celebrate, while being inclusive. It is a box of happiness, carefully curated for the receivers to celebrate, treasure memories and gear up for all the future endeavours.

The Identity Design

The identity design aims to strike a balance between the brand’s heritage and entering a new era. The logo and the patterns reflect the qualities that the company stands for, invoking a feeling of sophistication and elegance. The basic colours are black and white, and the collaterals have been designed keeping in mind accessibility and to make it inclusive for all.