This project was done as a class task to understand the process involved in the rebranding of a brand.
The brief of the project was to rebrand an existing company with a design system for it.
The brand that I choose is 'AMUL'.
The brand that I choose is 'AMUL'.
To do the rebranding, I had known and understand the company thoroughly(their Market value, Customer connection, Need for rebranding, and Competitors). Here is a brief study of the company.
Once I got an understanding of the brand I got on with the ideation process and my brand story where I came up with a mindmap, rough sketches, and the rationale behind my rebrand.
Then, I came up with the new logo by keeping all my study in mind. Here is the new logo designed with the reasons why it is better than the original logo also, the logo specifications(Variations, Exclusion Zone, and Guidelines).
Here are some mockups of how the logo will look in real-time applications.
Now, I had to define the 4 design elements: Typography, Colors, Shapes, and Imagery.
Here is the first element is Typography, where I have defined the typefaces used, proper usage, and the guidelines on how not to use them
Here is the first element is Typography, where I have defined the typefaces used, proper usage, and the guidelines on how not to use them
The second element is Color, where I have defined the Color pallet, Proper usage, and improper usage.
The third element is Shape, where I have defined how the shapes are used as icons and a container and their improper usage.
The fourth element is Imagery, where I have defined the correct types of images to be used, how to use the logo on image, and images that should be avoided.
While rebranding knowing the tone of the company is very important. Amul uses a popular tone of voice to communicate with its customers. So I have not changed this tone of the brand, since it is something that all its customers relate to.
While rebranding designing the brand's collaterals is very important. Here I have attempted to design their Website page, App page, Product Package(Milk and Cheese Packaging), and Social media posts.
By doing this project I was able to understand the intricate process involved in rebranding a brand and how a miscalculated move in the rebranding can cause a huge loss to the brand's reputation and economy. While doing this project, choosing the branding, understanding all about it, and identifying why it needs to be rebranded is a critical step. Also, by working on this project my confidence was boosted since we had to present this as a Design review in front of a larger crowd.
