KMMI Steel, a major mining and steel company in India, underwent a rebranding process led by Trancend to reflect changes in its stakeholder relationships. The new brand name is Minera Group, inspired by the Arabic and Italian meanings related to source. Trancend developed the brand strategy, naming, architecture, identity and design for Minera Group. The new identity aims to represent strong bonds between stakeholders through a simple logotype and use of blue and green colors. Trancend is also involved in developing brand strategies and names for new categories within Minera Group.

1. KSPL-Building a Path-Breaking Brand
Creating path breaking brands in India
Trancend’s recent interventions

2. Minera Group
Tuesday, October 6, 2009

3. 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 changing
stakeholder relationships that existed in this highly competitive global business. The project
included 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 the
Arabic word Minaret and also mean’s the source in Italian.

4. 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

5. Tuesday, October 6, 2009

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

7. Tuesday, October 6, 2009

8. Click October 6, 2009 Seperator slide
Tuesday, to edit

9. Click October 6, 2009 Seperator slide
Tuesday, to edit

12. Tuesday, October 6, 2009

16. Tuesday, October 6, 2009

17. Tuesday, October 6, 2009

18. Tuesday, October 6, 2009

19. Klf Nirmal
Tuesday, October 6, 2009

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

21. 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

22. Tuesday, October 6, 2009

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

24. 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

25. The New Nirmal Range
Tuesday, October 6, 2009

26. Website

27. Point of Sale

28. TVC’s

29. Back Page 8 Cover Page 1

30. Loiee
Tuesday, October 6, 2009

31. The brand is a leading chain of restaurants serving north Indian cuisine, sweets & savories in
Chennai. The brand was as Sree Gupta Bhavan established in 1987. The energetic top
management 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 formats
including 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 Mathura
region in India . It also means part of a dough in Devnagari. The naming architecture acts as
a prefix for its formats. Loiee in the near future plans to introduce a range of packaged
snack food and bakery products marking their entry into the FMCG space.

32. 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

33. Tuesday, October 6, 2009

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

39. OPTION 2

43. OPTION 2

45. Who we are
Tuesday, October 6, 2009
Transforming Ideas

46. 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

47. 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

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

49. If you’d like to see your brand transcend , do call us.
Tuesday, October 6, 2009
Your contact at Trancend
Prathish Nair
prathish@trancendconsulting.com
www.trancendconsulting.com
www.trancendconsultingtalks.blogspot.com
+91 98451 78092