Together in Colour
Aditya Birla Group is an Indian multinational conglomerate, headquartered in Mumbai – with over 20 subsidiaries and business interests ranging from fashion and textiles, to entertainment, renewables and real estate.
We were approached by Grasim Industries, a subsidiary, to assist in developing a new consumer paint brand. They entrusted us with the critical task of designing their most important touchpoint: the swatch book. Instead of starting with the Brand Identity, they prioritised the development of a flexible, modular swatch book system. At this early stage, they didn’t even have a name for the brand.
Our main goal was to make the swatch book a highly efficient and user-friendly tool for specification. Building on this starting point, we developed visual concepts that expanded the swatch book’s form into broader brand expressions. These initial concepts played a role in the development of the final Visual Identity, later completed by another firm.