Hercules is a popular bicycle brand targeted at teen and young adult males. It is from the stable of TI Cycles, part of the Murugappa Group. While we were initially approached to create product graphics, their success in the market led to a larger engagement, involving identity design, retail environment design, and sub-brand identities.
, founded in 1947, is an international group of leading technical business enterprises with more than 85 branches in 14 countries and a 1,700-strong team of fastener experts. STL was established in 1979, and over the years, it has become one of the leading OEM suppliers in India with a client base that spans leading automotive companies in India, Europe and USA.
The identity for the JV brings together the elements from their respective individual symbols in a dynamic combination.
More than 100 years of lineage. More than 29 limited companies. A turnover exceeding USD 3 billion. Redesigning the Murugappa Group identity was all about striking a delicate balance between tradition and modernism.
1. Anthony Lopez spoke to Vinay Kamath from The Hindu BusinessLine: The challenge was how to get high recall for the entire group all over the country and project the intellectual wealth of the group. View the article
2. A. Vellayan, Executive Chairman, Murugappa Group expressed his views: We wanted to reflect a new vibrancy, new daring, new energy. We didn’t want to give up the peacock as that reflects our heritage and our values and beliefs don’t change but we wanted to contemporise it at the same time. The group’s peacock that has changed from blue to red now is to reflect group’s ambition of becoming a little more daring and adventurous. Quoted in The Hindu BusinessLine and The Financial Chronicle
ABC Consultants is a pioneer of organised recruitment services in India and has established itself as the best recognized recruitment brand nationally. HeadHonchos.com, their first online venture, is an exclusive offering for the Senior Management. The portal delivers with all the benefits of the online medium – confidentiality and convenience – supported by high-touch offline services such as Career Analytics, Recruiter Directory, and personal Job Consultants.
Lopez Design has been involved in Nomenclature, Identity and Interface Design of the website.
Sify Corp is one of India’s leading integrated Information Communications Technology companies. They helped define Internet and networking in India, pioneering services, infrastructure, processes and setting standards along the way. In the late 90s, Sify was India’s first private ISP with a dial up service, making Sify a household name and the kite identity ubiquitous.
Almost a decade later, Sify realized the need for reinvention to connect with the customers of today, and tomorrow. A brand audit translated into a complete visual makeover for brand Sify. The purpose of the audit was to check if ‘Sify the identity’ matched ‘Sify the brand’. The results made the solution fairly obvious for the client. One, that they needed a new identity and two, that we would be the design studio best equipped to design a comprehensive brand identity programme across all business verticals.
Designed in Scandinavia, manufactured in China, and sold in India – Whirlpool’s tale is a familiar one in these days of the global outsourcing village. Our task was to customize the products’ visual brand language for the Indian market. We streamlined the information design and standardized the visual vocabulary across the product lines.
Interface design for the microwave ovens.
Qualitative Information System (QIS) is proprietary data storage and analysis tool developed by IRC, a Dutch consultancy working on water and sanitation issues in developing countries. The modular identity uses simple icons and a cheerful color scheme to get the message across.
BSA Motors is an SBU of TI Cycles, part of the USD 3 billion Murugappa Group. They have launched five models of electric 2-wheelers in India. As strategic advisors to the Brand, we have revitalized the identity and developed nomenclature, sub-brand identities, and product graphics for them.
The new BSA identity as applied on a 2-wheeler crest.
For the retail stores of BSA GO, we created the identity programme, supported by a vibrant and active visual language. The visual language was used in designing the store environments, internal and external signage, and creating a series of graphics for application in a variety of retail formats across the country.
A panel from the BSA Go Look Book
We have worked with Subhiksha on three in-house product lines: Oral Care, Home Sanitation, and Instant Noodles. Being mass market products, with a multitude of competitors, each one was a unique challenge.
Dr. Beam identity, packaging and product graphics for the Oral Care line.
STL, India’s second margest fasteners manufacturer, is one of our earliest clients. In the course of our 10-year long relationship, we have created their brand identity programme, and reinvented their visual vocabulary twice. Along the way, we have created annual reports, websites, exhibition graphics, and a wonderful relationship of mutual trust.
The Harvest Gold project is a triumph of strategy and design, working together to ensure success in the marketplace. While the identity of the proud baker humanized the brand, the first-of-its-kind transparent packaging differentiated the product in the crowded shelf, and catapulted the brand into the No. 1 slot.
The versatile and quirky designer wanted his identity to be a reflection of him. For those familiar with his work, the new identity is hundred percent accurate!
For the past five years, we have partnered UNICEF on the design of various programme and project communication material. Each of the projects involves careful handling and strategic design inputs since they involve grassroots level communication across the length and breadth of India. It’s been challenging and fun, frustrating and satisfying, all at the same time!
IRG is an international firm that provides consultancy to governments and the private sector to build a cleaner, safer world. We helped revitalize their identity, bringing in warmth and energy. The new identity was extended to various collaterals, including stationery, website, and CD ROMs.
IRG Identity and color palette.