From Concept to Creation: The Making of a Brand Identity
- Avishek Mazumder
- 6 days ago
- 2 min read
Updated: 3 days ago
Have you ever wondered why some Indian brands just feel right? That Amul girl's wink. Flipkart's friendly 'F'. Zomato's hunger-inducing orange. Crafting a brand identity in India isn't about fancy design jargon - it's about creating something that speaks to both boardrooms and baarats. Here's the real story behind how desi brands find their mojo.
The Great Indian Brand Therapy Session
Before picking colors, every good agency starts by asking uncomfortable questions:
"Are we the dependable Tata Nano or the flashy Jio Red?"
"Should our vibe be 'dadi ka nuskha' or 'Instagram-worthy latte art'?"
"Will this work in both Connaught Place and Chor Bazaar?"
Reality check: Most clients still answer "We want something modern but traditional" (translation: "Just make it look expensive")
Naming - Where All Good Ideas Go to Die
Finding a name in India requires:
Checking 42 languages (Your perfect name either means something dirty in Tamil or is already taken by a paan shop.)
The .in/.co.in scramble (Bonus points if you get the WhatsApp number too.)
Family approval ("Beta, why not just name it after your grandfather?")
True story: More brands have been named over chai breaks than in boardrooms.
Visual Identity - Jugaad Meets Genius
This is where India's chaotic beauty comes alive:
The Logo:
Must work on both a 50ft hoarding and a 2cm WhatsApp profile pic.
Should survive being hand-painted by local signboard artists.
Extra points if it secretly includes a diya, chakra, or a chai cup.
Color Psychology:
Saffron is not too political, green is not too religious, and blue is safe but boring.
Gold for a premium feel (even if you're selling ₹99 products).
That one accent color that makes aunties say "wah!"
Typography Wars:
English font that doesn't look like it's trying too hard.
Devanagari/Tamil script that doesn't turn into spaghetti.
That one rebellious client who still asks for Comic Sans "for fun".
Launch - When Reality Hits
The big reveal involves:
Explaining to uncleji why the new logo cost ₹5000 ("My nephew made this in Canva for free!").
Local shopkeepers 'customizing' your perfect design (hello, random extra flowers).
The inevitable social media backlash ("Old logo was better" comments within 2.3 seconds).
Becoming Part of India's Visual Language
True success is when your brand:
Gets copied by a local doodhwala's cart design.
Appears in memes without permission.
Becomes shorthand for the category ("Just Google it" becomes "Just Swiggy it").
The Real Secret
Great Indian branding understands our contradictions - it's modern but rooted, global but local, premium but accessible. Whether it's the nostalgic joy of a Parle-G wrapper or the slick appeal of a CRED ad, the magic happens when a brand feels like it's always belonged in our lives.
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