Creating Path Breaking Brands In India Trancend Consulting

KSPL-Building a Path-Breaking BrandCreating path breaking brands in IndiaTrancend’s recent interventions

Minera Group Tuesday, October 6, 2009

With over three decades of mining experience, KMMI Steel was a major player in mining,sponge iron steel, power generation, agriculture and retail in India.The rebranding exercise with Trancend was commissioned because of the changingstakeholder relationships that existed in this highly competitive global business. The projectincluded developing a brand strategy, brand naming system, seamless brand architecture ,brand identity & brand design language.Minera Group is the new name that they adopted. The name Minera is inspired from theArabic word Minaret and also mean’s the source in Italian.

Project Scope for Minera (Formerly known as KMMI Steel)• Brand strategy• Vision, Mission & Value• Brand Naming• Brand Architecture• New Category Development• Brand Identity• Brand Look and Feel• Training of Brand Custodians• Developing a corporate film

Tuesday, October 6, 2009

The new brand identity comprises seamlessly forging links and reflects the idea of a strongbond & consistent performance. It is a representation of the close ties between its manystakeholders - from customers and employees to investors, institutions and the society atlarge.The simple logotype has been handcrafted sans serif letterforms communicating strength &stature. The rich tones blues connotes stability, scale and source credibility and the greendepicts optimism and resources.Trancend is currently involved developing a brand strategy & naming for new category.

Click October 6, 2009 Seperator slide Tuesday, to edit

Klf Nirmal Tuesday, October 6, 2009

Nirmal today is leader in several markets in India and Middle East and is exported tomany parts of the world making them one of largest producers of pure coconut oil in theworld. Nirmal was the first pioneer the transparent bottle and is the only Amwaycertified vendor for the procurement of pure coconut oil .Over the past few years the brand found itself in the highly competitive category whichhas more than 400 brands vying for the top spot. To reinforce its strength in thecategory and to explore new categories the rebranding exercise was commissioned withTrancend.This rebranding extensive exercise encompassed developing a brand strategy, a brandnew product architecture, new bottle & structure design , new brand mark andpackaging graphics for the cooking and hair care range.

Project Scope for Nirmal• Brand strategy• Vision, Mission & Value• Brand Architecture• New Structure & packaging design for 3 categories• Brand Identity• Brand Look and Feel• Training of Brand Custodians• New Category Development

The new identity uses a simple ellipse to showcase this pure product. The hand craftedNirmal serif logotype conveys authenticity while depicting a high readability quotient. Thecategory specific blue half tone conveys trust & credibility. The packaging master has manyeye capturing signoff’s to make it stand out in a cluttered shelf. The produce of Kerala sealmark is a stamp of authority critical to the coconut oil category and conveys sourcecredibility.Trancend is currently engaged to develop a new innovation in the personal care space. Thisincludes brand strategy & naming for the new range.

Nirmal Tuesday, October 6, 2009 CO L CO OI NUT COOKING E OF K UC E D RA P RO LA 00 E 1 % PUR

The New Nirmal Range Tuesday, October 6, 2009

Website

Point of Sale

TVC’s

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Loiee Tuesday, October 6, 2009

The brand is a leading chain of restaurants serving north Indian cuisine, sweets & savories inChennai. The brand was as Sree Gupta Bhavan established in 1987. The energetic topmanagement has an endeavor to expand into several key cities including New Delhi, Mumbai,Bangalore, Hyderabad, Kuala Lampur and Singapore. They planned a chain of several formatsincluding twin store , fine dining & express counters.Trancend was commissioned to develop a brand strategy, naming & architecture system ,brand identity & brand design language .The new name has been inspired from Loi Bazar one of the oldest marketplace in Mathuraregion in India . It also means part of a dough in Devnagari. The naming architecture acts asa prefix for its formats. Loiee in the near future plans to introduce a range of packagedsnack food and bakery products marking their entry into the FMCG space.

Project Scope for Loiee ( formerly known as Sree Gupta Bhavan)• Brand strategy• Vision, Mission & Value• Brand Naming• Brand Architecture• New Category Development• Brand Identity• Brand Look and Feel• Training of Brand Custodians

The new identity embodies the “Kalpavriksha” the wish fulfilling tree from the Rig Veda. Thecolors red signifies energy and vitality. The colours in the identity are also representative ofthe ketchup & mustard theory of the organized fast food business. The serif type has beenhand crafted conveying stature and authenticity.Trancend is engaged to develop the brand strategy & design for the snack food as well.

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Who we are Tuesday, October 6, 2009 Transforming Ideas

What we do Consulting Services Design Services Management Services Brand Strategy & Web design Positioning Brand identity Brand Architecture Packaging design In-store Marketing Brand Naming & Titling Product structure design Brand Manual services Architectural Modeling Brand Research Set Design Category Insights

why we do what we do We love coming to work every morning knowing that our ideas will make a difference, we will get to work on a new problem, meet new people in new industries and see how we can create memorable transformation for them . We love to see our Ideas Trancend Businesses , People and Quality of life

Tuesday, October 6, 2009theTrancend is part of ID Holland brand experts global network spreadacross San Francisco, London, Jo berg, Dubai, Istanbul, Cairo, Singapore,Jakarta, Tokyo & Bangalore .

If you’d like to see your brand transcend , do call us. Tuesday, October 6, 2009Your contact at TrancendPrathish Nairprathish@trancendconsulting.comwww.trancendconsulting.comwww.trancendconsultingtalks.blogspot.com+91 98451 78092

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Creating Path Breaking Brands In India Trancend Consulting

by prathish10 on Feb 20, 2011

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Creating Path Breaking Brands In India Trancend Consulting — Presentation Transcript