The last 3 months has been quite challenging with me learning, unlearning and relearning a lot of things. Being in this hustle mode, I have missed out on quite a few rebranding stories. The quarterly compilation is my idea of catching up on those stories. And while doing so, I would like to share it with those who are in a similar situation.
Here are the 5 stories from the fourth quarter Oct-Dec 2021.
1. Kaya’s new brand narrative
Almost every brand’s focus is on the Gen Z’s and young millennials, the target group responsible for the brand’s growth, including Kaya’s. One of the things that attracts this set of younger customers the most is brands with purpose. And that’s what has inspired Kaya to look at a new brand narrative.
The brand purpose is to empower everyone with the freedom of “choice” to find “their own best beautiful”.
With the new purpose fuelled brand idea, “Beautiful is You”, Kaya will continue to help consumers discover products and services that are right for them, while reiterating the mantra that everyone is inherently beautiful. Departing from the preconceived notions of beauty, the brand idea is about giving the customer a choice to help define and achieve what they perceive as the best version of themselves and to own their beauty.
The new motif connotes their purpose and inclusivity for one and all.
The refresh not only upholds Kaya’s legacy of being skincare experts, but also re-establishes its expert position in Indian skin culture for a new generation.
2. Manipal Hospitals, Columbia Asia and Vikram Hospitals have a new identity
First things first, with the acquisition of Columbia Asia and Vikram Hospitals, Manipal Hospitals has become India’s second largest healthcare provider. And I suppose integrating the individual brands to have a single identity calls for a rebranding exercise.
All its 27 hospitals in 15 cities will be rebranded with the new identity of Manipal Hospitals.
The newly redesigned logo emphasizes Manipal’s modern appearance while also showcasing the high-quality professional services that patients can expect.
The new logo in lower case is simple and contemporary, not only showcases Manipal’s consistent image of clinical expertise, reliability, and professionalism, but also how it cares for the people: patients, physicians, employees, and the society.
Its core values of clinical excellence, patient centricity and ethical practices has made Manipal as one of the most trusted healthcare providers in the country. The logo reveals its commitment to adding value to the clinical expertise and builds on the Hospital’s heritage of innovation and high-quality care while also looking to the future.
3. ABB Power Products & Systems India rebrands itself as Hitachi Energy India
There is so much action happening in the energy sector.
Following the rebranding of its parent company, ABB Power Products & Systems India evolved to Hitachi Energy India.
Hitachi Energy, which has focused its purpose on ‘advancing a sustainable energy future for all’, views India among its top five markets for expansion. India has significant potential in renewable energy, smart grids, grid modernization, and the electrification of transportation and industries including data centers.
Hitachi Energy aims to expand its portfolio to meet the needs of the evolving energy landscape in India and grow faster than the market.
4. Juice Cosmetics has a new identity
The entire ethos of the brand was built on creating ‘clean’ products that are high in quality. While this has been achieved and acknowledged by the customers, the brand had no emotional appeal to its customers. The reason for the rebranding exercise was to build an emotional connect with the new generation of fearless Indian women.
The new brand identity was created focusing on the modern Indian women who are actually defining the world today, in all kinds of professions. They are shaping their life the way they want to, and are shining in their own way.
The new tagline, ‘Makes you shine’ determines what the women of today do. The different cuts of diamonds in the logo depict the modern Indian woman who is multifaceted and shine brightly in a multitude of reflecting hues. The color scheme of the identity is burgundy which is more mature than pink, thus reflecting the brand is for the new matured women.
5. CLP India is now Apraava Energy
The rebranding has been driven by three themes — revenue growth, sustainability, and widening of the shareholder base by inducting Indian shareholders, potentially through an IPO.
With a long heritage (being one of the earliest entrants in India’s power sector) and strong appreciation for Indian culture, the new brand name for CLP India combined the words for certain elements in Sanskrit: Agni (Fire), Prithvi (Earth), Ambu (Water) and Vayu (Wind) to create ‘Apraava’. The new name is a metaphor that represents the shift of energy generation from thermal to sustainable sources like earth, water and wind.
Their ambition and vision for the future of energy in India is captured in the brand idea of “Energy In Action™”. A brand that reflects energy, optimism, and vibrancy – one that appeals to all stakeholders, from employees to partners, customers and society at large.
In an industry-first, the brand uses a real-time online algorithm that pulls weather and energy data from Apraava’s power plants to visualize energy patterns, creating a design system as alive as nature itself. With nature’s every move, the brand moves too.
by Artthi Ponnuswamy