Indigo Paints, based in Pune, Maharashtra, is a leading Indian paint company launched in 2000. Initially focusing on lower-end Cement paints, the company expanded to offer a diverse range of water-based paints like Exterior Emulsions, Interior Emulsions, Distempers, Primers, and more.
The company is celebrated for introducing distinctive and groundbreaking products that redefine industry standards.
Challenges
In 2011, Indigo Paints presented chlorophyll with a distinctive challenge:
“how could Indigo Paints carve its niche among the industry giants and market leaders?”
Process
chlorophyll followed the six-step brand definition process. Like any creative process, the brand definition process involves both divergent and convergent waves.
We conducted extensive research with the brand owners, distributors, dealers, contractors, and painters to understand their motivations and expectations from a paint company.
We also held a full-day workshop with the brand owners to brainstorm various aspects of the brand’s future.
Solutions
During our research, we explored various aspects of consumers’ lives, and one of them was asking them what their homes meant to them.
The insight from our research is that our homes are safe spaces where we feel secure and undisturbed, giving us access to the things that help us flourish.
Our homes are also where we bring in memories and keepsakes from the outside world to enhance our space.
It’s the intersection of these two worlds that helps us grow. The more we embrace influences from outside spaces, the richer our inner spaces become. Windows and doors are the perfect medium for allowing our outside and inside worlds to meet.
Therefore, there needs to be fluidity between these two worlds, and that’s why Eternia is engineered to create synergy between outer surroundings and inner spaces.
OutCome
Brand Core:
Surprising solutions
Manifesto:
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ideantity™:
Indigo Paints had three identities.
Based on the Brand Core the new ideantity™ was created.
Based on the Brand Core the new ideantity™ was created.
Visual:
a multi-coloured zebra, as a mascot, represents the ‘unexpected’.
Brand line:
‘‘Be surprised’ captures what Indigo Paints stands for.
Mascot:
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Colour guide:
Brand architecture:
Indigo Paints had four different brands. chlorophyll helped Indigo simplify the brand architecture: reduced four brands to one.
Packaging:
chlorophyll created unique, own-able packaging for Indigo using zebra stripes.
New packaging system indicating the position of a product in the price-quality hierarchy.
Innovation:
Indigo Paints wanted to set up tinting machines at semi-urban and rural India paint stores.
The biggest hurdle: many of these stores were already using tinting machines from other paint companies.
A small constraint: the limited space available at these stores.
So how could Indigo convince them to use its own tinting machines?
0
K+
tinting machines
installed till date
installed till date
0
tinting machines installed
within three months
within three months
0
%
received more enquires
per month with our
tinting strategy
per month with our
tinting strategy
PROJECT TEAM
Planning Team
Vidya Damani
Creative Team
Rajeev Badve
Mukesh Mankame
Kaustubh Lele
Sunil Kanawaje
Sachin Pawar
Yashwant Sawant