How we’ve helped rebrand India’s
largest integrated stainless steel producer
Jindal Stainless rules the stainless steel business in India, sharing their passion and process with everyone. Though their products are largely business to business, they came to Mindcube with the challenge of rendering the brand’s in-person feel and differentiation.
Off to Hisar (Haryana) we went for almost a week. Soaking up their detailed process and internalizing their business goals. Through this discovery session, and the scale of operations along with a new plant in Orissa. It wasn’t just about having a new brand signature, but going a step further to appeal to their customer’s senses, both large and small. And across their various subsidiaries, spread across Europe and Far East.
“I loved watching Mindcube truly strive to learn about who we are as a company and people. Everything they create comes from a place of understanding Jindal Stainless. Talking to the team as peers and friends makes the process of opening our world to them very organic”
— nitin gulve, vice president, Jindal stainless
The project required weeks of research and getting to know their product, how they market it, what are the customer perceptions, how the employees see the company. This threw interesting insights as how the company was perceived. Ultimately, this led us to explore design which portrays the kind of personality the company needed to have.
The choices we had were interesting. Had it not been for Mindcube’s guidance, chances are we would have made our decision based on just the design and could be disastrous in the long run run”
—ravi shankar, corporate communications
With the fundamentals of JSL brand established, but no way of conveying the factory feel digitally. With just the logo and product packaging as our jumping-off point, we fleshed out the rest of the brand identity: color palette, typography system, icons, and photography styles. Now the experience started to come together.
For the next few months, the brand guidelines were developed. Simultaneously new collaterals were developed. This gave the brand a distinctive look. Both internal and external communications were revamped. An attention to details and an in-depth understanding of the product and process was the key. A deliberate attempt to change the way the company was perceived
