FITCH was engaged to create a new positioning strategy, brand identity, brand architecture and brand language that would reinforce the trust and credibility of the 50-year old brand, while presenting a contemporary, international public face. In addition to the Hindware brand, FITCH redesigned the company’s ‘Art’ and ‘Italian Collection’ sub brands, developing a consistent and coherent brand hierarchy.
Hindware is India’s largest manufacturer of sanitaryware products. It is now recognised as one of India’s most prestigious brands, having been awarded ‘Business Superbrand’ and ‘Consumer Superbrand’ status. Having identified that the sanitaryware market is maturing and becoming increasingly lifestyle-led, Hindware decided that a comprehensive rebrand was necessary to ensure that the company’s identity remained current and aligned with their more modern product ranges.
The new identity communicates modernity but encapsulates the style of the range. The logo is easy to read, simple and elegant. A lowercase font was chosen to ensure the brand remained engaging and approachable, while emerging more confident and modern. A comprehensive set of brand guidelines has been produced to show how the brand and its sub brands come to life across a range of touch points, including stationery, products, signage, merchandise, packaging, marketing collateral and digital media.