Rebranding Kurlon

COMMUNICATION DESIGN - Branding & Identity (Visual Identity Scheme > Re-Branding / Brand Refresh)

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Entry Title:	Rebranding Kurlon
Brand:	Kurlon
Client:	Sheela Foam Limited
Entrant Company:	Design Orb Pvt Ltd
Description:	Recrafting a 60-year-old legacy brand was a significant responsibility. Kurlon’s existing identity, though dated, had strong brand recall. Through our market visits, we discovered that much of its visual equity was tied to the red color, which didn’t quite align with the sleep category. Our solution was a new mark that retained the red and the essence of the original horizontal bar. By infusing the identity with secondary colors beyond just red, we reimagined this bar as a mattress symbolizing comfort and joy from dawn to dusk. For a pan-India brand with wide distribution, it was crucial for the new identity to look significantly refreshed, yet not deviate completely from its original intent. The consumers’, dealers’, and distributors’ affinity towards the brand needed to remain intact, and their confidence in the brand needed to be strengthened, especially in the wake of the takeover by Sheela Foam. Our evolutionary approach accomplished just that. The mark was crafted in 10 Indian scripts and extended to a wide range of collateral, building a cohesive Kurlon brand world.
Company Credits:	Altivyst Advisors (OPC) Pvt Ltd
Company Credits:	Whitecrow Concepts and Designs
Individual Credits:	Poornima Burte
Individual Credits:	Rahul Nair
Individual Credits:	Prathamesh Hindlekar
Individual Credits:	Amrutha Jaisanker
Individual Credits:	Siddhesh Jadhav