The document discusses creating a consistent design style for Nerolac brand communications to highlight its "Healthy Home Paints" aspect. It begins with recalling Nerolac as India's second largest paint company known for its zero VOC paints. It stresses the need for consistency across mediums to create brand recognition and recall. Two design approaches are proposed - Approach 1 keeps the brand color constant while changing blob colors for different ranges, while Approach 2 changes both brand and blob colors based on range. The goal is to highlight "Healthy Homes" through identity, tagline and colors while maintaining consistency. Sample designs following each approach are included.

1. Approach Note on creating a Design Style for Brand Nerolac
Healthy Homes

2. • Brief Recall
• Why Design Style
• Decoding Brand Nerolac & it’s equity
• Our Approach
• Designs
Agenda

3. Brief Recall

4. Brief Recall
Nerolac has been considered a cherished name in millions of households. They can be regarded as the manufacturers of
diversified range of wall coatings (interior & exterior). It is considered as the second largest coating company in India.
The company wants to highlight ‘Healthy Home Paints ’ aspect in their communication since it is an integral part of Nerolac
identity. Also, the paints that they use are smell free with zero VOC (Volatile Organic Compounds) which is their USP as a
brand that needs to be a focal point in their communication
As the present communication lacks consistency and connectivity and varies from each other we need to give solutions for
creating a design style for the brand Nerolac Healthy Home Paints that can be carried forward commonly for all the
communication in future. Our focus would be to establish a recognizable brand style highlighting Healthy Home Paints
feature for Nerolac

5. Why the need for ‘Consistency’?

6. IDENTITY is the cause; BRAND is the effect and the
strength of the LATTER depends on the strength of the
FORM
- Larry Ackerman
Pioneer in the marketing industry

7. Why create consistency in the communication?
1. Creates a consistent brand imagery for easy brand identification and
recall.
2. Creates a consumer pull solely based on the brand instead of based
on the product .
3. Defines homogeneity of the brand experience across different
mediums for the consumer which is the need of the hour.
4. Brand Messaging transgresses across mediums and builds credibility
Credibility Recognition Recall

8. An exploration on how have brands created a strong brand recall in the minds of
the consumer by using a consistent thematic brand style and own ability of
elements of the brand identity system
Cross category scan
Use of a consistent visual element across all mediums of communication

10. https://www.youtube.com/watch?v=ZV91hAFp010

11. The use of brand colours in the key visual
and a clean architecture reflects the
premium image of the brand.
London Dairy

12. The brand style of London Dairy
carried across various retail elements

13. AXN’s proposition of more than just adventure is
communicated by design, where X and the brand
colour RED is taken as the design element which is
taken forward in all the communication
AXN Case

17. Decoding Brand Nerolac

23. The Brand Logo
The brand logo brings with it the feeling of trust,
Team Orientation, Innovation and Simplicity
NEROLAC is written in a bold pink colour along
with the unit of KN depicting the merger of
Technology and Innovations with Trust and
Simplicity
The positioning line ‘Healthy Home’ forms a part
of the logo – reaffirming the promise of the brand
to deliver paints that are healthy for homes and
thereby for the consumers

24. Dynamic and Defined
Familiarity of home grown brand
Affirmative
Urban and Contemporary
Reflection of my Lifestyle
Global
Technology
Innovation
Relatively healthier
Understanding the Brand Nerolac
Simplicity
Approachable
Precision

25. Decoding the brand positioning
My house painted with Nerolac will protect my walls well, enhance my
status and will keep my home and lifestyle healthy.

26. Home is a reflection of who you are, and makes your stature
in the outside world. Hence, your home does the talking on
your behalf and reflects your lifestyle as well

27. Design Approach

28. Our aim is to follow a common design style across the communication and highlighting the ‘Happy Homes Paints’
proposition across by use of the identity, mnemonic and colours
Approach – 1
In this approach, to maintain the consistency we have taken the brand colour from the logo identity and kept it as constant
while changing the colour of the blob depending on different ranges to build connect between the product range and
the communication collateral
Approach – 2
In this approach the brand colour changes based on the range along with colour of the blob maintaining the
consistency of the layout.This helps breaking monotony in the layout but on the other hand it helps bringing in
synergy across all communication

29. Design - 1

49. Design - 2

67. ThankYou