Creating Path Breaking Brands In India Trancend Consulting

KSPL-Building a Path-Breaking Brand Creating path breaking brands in India

Trancend’s recent interventions

Tuesday, October 6, 2009 Minera Group

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.

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 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.

Tuesday, October 6, 2009

Tuesday, October 6, 2009 Click to edit Seperator slide

Tuesday, October 6, 2009 Click to edit Seperator slide

Tuesday, October 6, 2009

Tuesday, October 6, 2009

Tuesday, October 6, 2009

Tuesday, October 6, 2009

Tuesday, October 6, 2009 Klf Nirmal

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.

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

Tuesday, October 6, 2009

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.

Tuesday, October 6, 2009

Nirmal

COCONUT COOKING OIL

100 % P U R E

PR

ODUCE OF KERA

LA

Tuesday, October 6, 2009

The New Nirmal Range

Website

Point of Sale

TVC’s

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Tuesday, October 6, 2009 Loiee

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.

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

Tuesday, October 6, 2009

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.

OPTION 2

OPTION 2

Tuesday, October 6, 2009

Who we are

Transforming Ideas

Consulting Services Design Services

What we do

Brand Strategy & Positioning

Brand Architecture

Brand Naming & Titling services

Brand Research

Category Insights

Brand identity

Packaging design

Product structure design

Architectural Modeling

Set Design

Management Services

Web design

In-store Marketing

Brand Manual

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

Tuesday, October 6, 2009

If you’d like to see your brand transcend , do call us.

Your contact at Trancend

Prathish Nair prathish@trancendconsulting.com www.trancendconsulting.com www.trancendconsultingtalks.blogspot.com +91 98451 78092