“I had the pleasure of working with sujit and team eat creatives as they created a brand identity design for my company. Not only does sujit have a great eye for design and conception he is very accommodating, patient and gives honest helpful feedback. He did not skip a beat when i requested a change in direction during the process. The brand is exactly what i envisioned! I would not hesitate to work with or recommend sujit and his team to anyone in need of great service!”

 

Mr. Nidhish Anand
Director – Triple Nine Jewellery &
Koncept Jewellery Pvt. Ltd.
New Delhi, India

Roles and Responsibility

Brand Identity  |  Tagline  |  Brand Language  |  Packaging  |  Branding  |  Retail Collateral


Brief:

The number 999 may seem ordinary to the common eye, but is in fact an idea in itself. A Chinese concept incorporated in the Indian scenario, 999 as a brand is a novel idea to the national market. Similar to what 24 carat is, 999 is an aid to gold measure.


Brand Design Story

Challenges:

The biggest hurdle faced was that of the introduction of an idea so new. Plus, a greater challenge was to articulate the number 999 with the visuals of gold.

Drawing Board:

Brand 999 was interpreted as a symbol of luxury, affluence and wealth.
Thus, the messaging – Purity – 9. Clarity- 9. Quality- 9. The thought behind the tagline was to spread the belief that 999 as a brand is exceptional when it comes to the three given words – purity, clarity and quantity.

Concept Behind Logo:

The logo consists of a lotus. In ancient times, lotus was considered as a symbol of luxury, wealth and affluence – poetically and artistically. Additionally, the lotus conceptualizes on the idea of meditation, nakshatra and an overall element of a royal lifestyle.

Brand Language Development.

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