Pineapple Consulting
A Brand Consultancy; operationalizing ‘
‘BRANDS’
From identifying the opportunity for an upcoming brand to ongoing brand
management, Pineapple Consulting addre
esses all your BRAND requirements.
Pineapple brings in, a fresh p p
pp g, perspective b
backed by solid strategy and DESIGN,
y gy ,
all three put together to create the most compelling of Brands.

We are not an Advertising or PR Agency
We are a Brand Consultancy.
Ensuring that the BRAND speaks the sam language, feels and looks the same,
me
even tastes and smells the same at every level of interaction… Be it with clients,
y
customers, staff, associates or vendors.
, ,
In the process, we don’t only dress up th brand personality but also help the
he
brand to identify and communicate its co values and ideology
ore ideology.

People
Tina Jain Mehta, Principal – Branding & S
Strategy
Ameet Mehta, Principal – Design
With Vinod, Shilpa & Garima providing k creative support
key

Tina Jain Mehta
More than 7 yrs. experience in Advertising & Media, thorough exposure
In Brand Management, Events & PR.
Worked with MTV Networks, as Head o Client Servicing; Rediffusion
of
DYR, as Account Manager & Purple Focus, as Manager CS & PR.
, g p , g
Managed clients like Singapore Tourism B
Board, Popley Eternal, Eicher
Motors,
Motors Dainik Bhaskar , Hotel Sayaji, P&G Idea Cellular, to name a few.
Sayaji P&G,
P Cellular few

Ameet Mehta
More than 5 yrs. experience in Design. S
Specialize in Lifestyle Product
Design, Branding and Strategic design co
onsultancy projects.
Worked with Titan Industries, Future Gr
roup, Raymond Apparels & Govt.
Of India - Regional Technical & Design Tr
g g raining Center for artisans.
g
Designed for brands like Park Avenue, Pa Manzoni, RIG, UMM, BARE, and
arx,
Titan; creating season based products & packaging and visual merchandise.
packaging, merchandise

What all do we do?
Customized design modules for:
Brand identity

What all do we do?
Customized design modules for:
Brand identity
Brand
B d environment
i t

What all do we do?
Customized design modules for:
Brand identity
Brand
B d environment
i t
Brand communication

What all do we do?
Customized design modules for:
Brand identity
Brand
B d environment
i t
Brand communication
Brand experiences

Brand identity
1. Brand logo
2. Brand stationery – visiting cards, let
tterheads, envelopes, invoices,
……
Since ours is not a rigid process, but a m
menu offering; Pineapple offers
strategic partnership at levels as required by your brand. Even the ‘Brand
d
Identity’ offerings thus vary from brand t brand, client to client.
y g y to ,
The methodology that we follow, remain more or less the same though.
n

Methodology

PR
ROPOSAL PHASE
PHASE I
Recognition of
CORPORATE Go Decision
need to
ACTIVITY review identity
1st meeting
2nd meeting
• Credentials
• Review plan
• Procedures
& estimate
• Statement of problem
• Establish team
Written program
plan, timetable
l i bl
& fee estimate
Internal Change in, Environment
• Vision/ Positioning changee
• Reorganization
INPUTS • Tech
hnology
• Acquisition / merger
q / g • Socie
• Socie
etal
• Product line • Regu
ulatory
• Marketing strategy

A N A L Y
Y S I S A N D P L A N N I N G
PHASE II
Go
Go
Plan
CORPORATE Decision: Present Identity Plan
Approval
Designate Findings,
ACTIVITY internal conclusions,
contacts recommendations
Current identity Situation Factors Leadership Identity Platform Creative Direction
assessment t assessment t Intentions
I t ti • Positioning
P iti i As required…
A id
• Visual messages • Industry definition • Destination • Purpose • Naming Plan
• Verbal messages • Geography Vision, Mission, • Mission • Logo Design criteria
• Nomenclature /Nationality Position • Composition • Association models
system • Size & Ranking • Culture • Culture • Nomenclature
• Name & logo
N &l • History &
Hi & Character,
Ch • Personality
P li system
• Identities of Ownership Personality
components • Management • Composition
• Signatures • Competitors Organizing concept,
& association system • Units & Components,
Competences Relationships
• Brands
External Interviews
Executive Interviews
Communications Literature Review Image Research
• Customers
• Corporate mgmt.
Materials audit • Press articles • Review existing
• Industry press
• Line managers
INPUTS • Print • Analyst reports data
• Analysts
• Corporate staff
• Signs
• Signs • Business plans
• Business plans • New research?
• New research?
• Regulators
l
• Distributors
• Other media • Marketing plans (added Phase)
• Unions
• Agencies

N A M I N G
G A N D L O G O D E S I G N
PHASE III
Logo decision
Plan Approval
CORPORATE & design
• Identity Platform
Name approvals
• Naming Plan (?)
ACTIVITY Select
tion &
• Design criteria
clearance
Second‐cut
S dt
Design
Directional
selections &
recommendations
design
availability
review
search
Naming Phase Refinement of
(if required) selected directions
• Master List • Application
Logo Design
Generation demonstrations
• Design exploration
• First‐cut selections • Color studies
• Application studies
& screening • Visual System
elements
Intellectual
property
counsel Audience
Name
INPUTS Testing of
evaluation
candidate
research
h
logos

I M P L E M E N T A T I O N P L A
A N N I N G A N D A P P L I C A T I O N S D E S I G N
PHASE IV
Logo
CORPORATE Applications
design
Design
ACTIVITY approval
Approvals
Application
pp
design
recommendations
(if required)
Final logo
g
design
Applications Design
refinement
• Stationery & Forms
• Web sites
Supervise
Implementation Planning • PR / IR communications
production/
di/
• Applications design
A li i di • HR communications
printing
checklist • Facilities signs
• Timetable & budgeting • Vehicles
• Preliminary • Marketing applications
announcement planning
Technical input
Supplier input
from
INPUTS (e.g. signage)
• Advertising & PR
• Facilities mgmt.
• Facilities mgmt
• Purchasing

I M P L E M E N T A T
T I O N A N D A D M I N I S T R A T I O N
PHASE V
Identity launch
Id tit l h
h: Ongoing Identity Mgmt.:
Applications
CORPORATE Implement internal Formalize identity mgmt, measurement & policy
Design & external Oversight, Contract signage, other implementation;
ACTIVITY Approvals communications brief suppliers & agencies
Identity Standa d &
Id tit St dards &
Guidelines
write and desig
gn:
• Web site with templates
• Printed manuual(s) Provide ongoing counsel
Announcement
A • Printed “voic ”
d “ ce” • Technical support
preparation Employee guidde • Adaptation
• Review launch plan to change
• Write & design Supervise
materials Printing &
g
fabrication
Applications Corporate Implementation Environmental Internal Change in,
Design Advertising providers change • Vision/ Positioning
Approvals agency • Signs • Technological • Reorganization
INPUTS • Print materials, • Societal • Acquisition / merger
etc.
etc • Regulatory
• Regulatory • Product line
• Marketing strategy

Brand Environment
1. Retail environment & Exhibition spa
aces
2. Visual merchandise
3. Handouts
4. Audio visuals
5. Staff personality
6.
6 Colors and fragrances
7. Sound and music

Brand Communication
1. Events and sponsorships
2. Strategic tie ups
3. Product packaging & bags
4. Product and merchandise selection
5. Cross promotions
6.
6 Media integrations

Brand Experiences
1. Staff manual
2. Mystery audits
3. Competition analysis
4. Presentation styles – ranging from product to g
y gg gifts

WOR
RKS
A glimpse of the larger portfolio!

BRAND ID
DENTITY
Varuna D Jani

Credit Card Payslip Case

BRAND ID
DENTITY
Reliance Vornado

BRAND ID
DENTITY
Fuco Se Slim
ea

BRAND ID
DENTITY
Games t
that give

BRAND IDENTITY
Referen
nces.net

BRAND ID
DENTITY
www.greatta
alents.com

Logo http://www.greattalents.com

Stationery

BRAND IDENTITY
Apr
rello

Logo http://www.aprello.com

PRODUCT DESIGN
T
Hyperge Inc.
ear

Inspired by the
Bucket Seat…
Mobile Cases

BRAND CONCE
EPT, IDENTITY,
PRODUCT & PACKAGING
One Life

Product TIES
DENIM & Packaging

Product & Packaging

Product

Logo

PACKA
AGING
One Co
ondom

Packaging

Packaging

Packaging

Packaging

INTERNAL COMMUNICATION
Gherzi Eastern Limited

Actual installation

Design, Photography & Installation

BRAND IDENTITY
Culver C
Centrale

http://www.culvercentrale.com

BRAND IDENTITY
Halloweenmasks com
masks.com

CALENDER
Italian Tourism Board

BRAND ID DENTITY
We may Bend but w won’t be broken
we won t

Contact Pineapple
Tina Jain Mehta,
Principal – Branding & Strategy,
Pineapple Consulting, India
Mobile: +91 99303 14748
E mail: tina@pineappleconsulting.biz