Branding & Packaging | UNIK
by Rajesh Thyagarajan @artisticodopeo
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DESIGN SERVICES
- Brand Logo Design
- Brand Identity Design
- Product Label Design
- Rebrand
THE DEAL
UNIK is a homegrown Indian brand led by a team of battery professionals with over 50 years of expertise in the battery industry dedicated to innovative designs like batteries for Industrial equipments, UPS systems, thermal power stations, automated guided vehicles and robotics.
With an entrepreneurial spirit that has seen the business groomed over 3 generations, UNIK today exports to over 29 countries globally serving over 1200 clients worldwide.
Through the consulting and evaluation of their brand equity by their brand strategist and industrial marketing expert, Bejoy Peter; they recognised the need to bridge the gap between existing consumer perception and their brand visual identity to strengthen and solidify their position as reputed leaders in the field of battery automation.
Enter Artisticodopeo.
I was commissioned to conceptualise, re-design and develop the brand visual logo and identity systems and product label designs for the India based battery and automation systems brand.
THE DOPE
During the discovery calls and briefings, we covered various crucial aspects of the brand that included the re-brand purpose, the brand vision, its positioning, consumer market, national and international competitors and visual design analysis.
It was deemed that the existing branding comprising of UNIK as a logotypeface in interchangeable colors of blue or yellow needed to be more visible and symbolic as an icon; strong and bolder to signify confidence in its leadership to differentiate it in the market and elevate brand perception.
During the course of visual research and concept iterations, I kept coming back to the thought of a lion and its core symbolic attributes of strength, wisdom, dynamism, risk taker, leadership and yes, power... suitable for a brand that generates power, isn't it?
Bold. Strong. Iconic. Unik. Pun intent > 100%.
But how can we take it a step further to highlight UNIK's security and safety across all its products? Can we incorporate key elements as part of the logo that shows more than just a lion?
Yes, we can.
The new brand logo symbol is a combination of 4 main elements – the lion, shield, the sun and power.
Inspired from the single bold line drawing styles of popular iconographies, the brandmark is dynamic, minimalist and metaphorical.
The profile of the lion represents strength, wisdom, dynamism, leadership. The invisible body is upright, with the face raised upwards and eyes focused ahead symbolising patience, focus and vision.
The lion's mane has an abstract representation of electricity to symbolise power and energy relatable to UNIK's product and services. The rays of the sun in a row of semi circles behind the lion represent the dawn of new beginnings for the brand.
Challenges come and go as does a new day.
Together all the elements unite a shield - the age old symbol for trust, security and protection and longevity.
A legacy for the future?
The brandmark is complimented by a minimalist sans serif bold typeface to reinforce this visual metaphor. I moved away from the traditional corporate colors of blue and chose red and yellow to further encapsulate UNIK's 'passion' and 'energy' for the brands vision and purpose via their products and services in battery and automation systems.
Passionate energy. Unik.
Having created a responsive brand logo, the logomark was also used to design their glory mark highlighting the line, 'Over 50 years of experience'.
Taking inspiration from its bold new look, UNIK's passionate colour palette were used to create a unique look and feel that would inspire confidence in their clients. The brand guidelines was used to create a cohesive visual identity system across all products like their brand stationary, product label design templates, signages and uniforms.
Bejoy's studio, Vision Kraft Media revamped UNIK's online presence through their websites and social accounts generating a notable buzz for the rebrand among their clients and boldy asserting their presence in the market.
THE EXPERIENCE
"When a seasoned client of ours (Manufacturer of Industrial Grade Batteries) decided to change their product generation, rebranding was a given. Hence the entire exercise had to start from scratch, yet stay aligned to their story of 50 years.Me & my team, as Industrial Marketers, were tasked with onboarding a designer who could render the same. We knew this needs a designer who is also a Branding expert, a story teller and hailed from the real business side. We looked no further than Rajesh.
Rajesh struck chords with our client well within his first alignment meeting and resonated with the purpose of this exercise- that is to manifest the overall valuation of the business by adding equity to the existing brand value.
The designs sent by Rajesh were a match at pretty much its first rendition, and the finalisation took no more than 2 weeks. The delivery was spot-on which included their brand manual, the new brand philosophy documentation, go-to-market and product packaging as much.
Agility, business sense and great design is what makes Rajesh our go-to professional when it comes to building a brand, and it has been so for over 2 working decades, as we continue to weave many a business success stories as a team."
- Bejoy Peter, Industrial Marketer and Strategist, UNIK
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