Branding Solutions: Thinking Of & For The Customer



Before we start, one thing around which everything else revolves is the fact that customers are human beings. They have emotions, they appreciate honesty and not to forget, they love surprises. Hence, at most times, while the marketing team might just be devising strategies to sell their product to prospective customers, they overlook their existence as human beings and that’s the catch. Here’s how we can make the customer think that we think about them and in turn, get customer love -- a treasure for any brand. Whether it is a brand revolving around men’s grooming products, kids toys or women apparels, their success comes by unlocking customer love. And below is the key.


Make it delightful


Brands Delivering Happiness.

Sending an unexpected freebie with an order or giving a free access pass to a popular event happening in town next month, or giving free samples of your products, or printing coupon codes on your inside packaging which can be redeemed to get discounts on different online sites or to get free internet, etc. Something like “Pay What You Want” is the highest form of delight a brand can offer but there could be resistance for the same owing to feasibility reasons. However, it has been noted in the past that brands offering such schemes become long-term success stories. It may not be profitable initially but in the long run, their success is far more than imaginable.

Another great way to spread joy is by passing on the ability to give joy

Careem - a Ride-Hailing App is winning hearts in the Middle East. How? Careem Rewards System makes every rider get extra reward points after every food order or ride booking. These points could either be redeemed in future rides or donated for charity supporting the refugees. That’s not all. Careem lets its users donate food to the underprivileged children through its app as part of its collaboration with the World Food Programme’s ShareTheMeal app. All this and more to increase the “Feel Good” factor for the existing users and to attract new ones. 

Making a part of someone’s life easier


When any part of people’s lives is made easier, they feel delighted and if the reason is your product, they are likely to come back to stay. When you are able to understand the pain-point of a group of audience or overall humankind, you can create a product which solves that problem. This is being empathetic. When your product is empathy-driven, it resolves the real problem and hence, it will bring you a fortune. Sounds like a lot of work? Trust us, it’s worth it!

Using transparency in your favour


People today want to know what they are buying, where are you sourcing the raw material from. If you are selling chairs, you already must be telling where these chairs were made, what material has been used, etc. However, to win customer love, try to show a picture of the artisan working on that chair, his name and age, the town he belongs to, etc. If not the artisan, then you could portray how this chair’s material can be recycled or disposed of in a more nature-loving way.

Personalisation is profitable


Customisation creates excitement. Customers want “unique commodities”, “designed just for them”, “limited edition”. These terms give them a sense of pride and exclusivity. They feel privileged and are ready to pay a hefty price for it. Automobile companies like Volvo, Mercedes Benz launched their Limited Edition cars with customised number plates that were sold out within a few hours.


The idea of owning something which will only have limited pieces on Earth is exhilarating and the price takes a backseat while making purchasing decisions of something as premium and personalised as this.

Selling Memories and Places


Life may be really fast paced but some emotions stay, some memories stay, and they stay there unconsciously. Whether it’s the insta polaroids or a better version of a candy that reminds people of their childhood. It sells because there is an emotional urge in the human mind to revisit good old memories. Pro Tip: If your products are being produced locally, try adding the “Buy Local” tag to engage with the localites.


Now, having discussed the different ways to make a customer yours by spreading goodness, you could go for one or a combination of these different schemes. However, there may be several brands who are customising or who are being ultra transparent about their operations or who are solving a problem faced by society or who are letting their customers pay to the needy through their purchases, but they haven’t been able to get the level of traction they deserve. Why? The reason is simple. They haven’t been able to share their intentions with the correct target audience and what’s stopping them? Their branding. The content on their packaging doesn’t clearly state how they care for the customer which is possibly why the customer doesn’t care to pick that product in the first place. The right words, the right content when printed on the perfect packaging, reaches the target audience, it strikes a chord and what follows is glory!

At Vowels, we formulate the customer persona -- which varies from brand to brand. Understanding the customer persona is of paramount importance as it focuses on the key traits of your target customer, the traits which affect his purchasing decision in the short-term as well as long-term. From demographics (age, gender, location, and occupation, etc.) to diving deep into their aspirations, taste, and the problems they are facing amongst an array of other parameters help us to create a clear picture of “WHO” would be the real consumer of the product. As a matter of fact, the branding solutions we provide are typically based on our research-based customer persona; something that sets us apart and is one of the many reasons for the sustained success of the brands we have worked with.

If you have been planning to get packaging done for your new product launches or simply repackage already existing products with content that strikes a chord, we’ve got you covered. If you are working on a new startup or rebranding an existing one, look no further for all your branding needs. Whether it is a logo redesign, a website redesign, powerful packaging, refreshed messaging, or a complete brand makeover, it’s time you get in touch with professional branding agencies like Vowels to make your vision come true. We specialize in brand consultancy, strategy, brand guidelines, CI manual, brand presentation, and corporate branding.

7 Impressive Rebrands of The Decade That Got It Right



2020 marked the end of a decade - ten wonderful, bizarre, tumultuous years that will go on to shape the future. Today, we exist more in the virtual world than we ever had. News, views, and reviews are the criteria of success. Good, bad, true, or fake, people zip through several opinions, ideologies on social media channels alone that marketers today have to adapt to this relentless reality.


So, when brands decide to revamp their image through a rebranding exercise to be relevant and relatable, we understand. From the perspective of non-designers, rebranding would be just about a new logo or changing around the colour scheme; whereas for the designers, it is a strategic, insightful process that has the potential to change the brand persona and eventually the overall public opinion.

Personally, rebranding is a sign of hope and growth. It marks an evolution of the company in the right direction. It happens when a company grows out of its box and is ready to embark on a journey that allows it to relate with the new generations and satisfy the older fans who grew up with it. When done right, a rebrand can inspire new audiences, create positive conversations and increase sales. However, when a rebrand misses the mark it can do more harm than good.

Over the past decade, we all have seen a lot of rebrands. Sometimes it’s in the form of a small refresh like tweaking the logo. Other times it was a major overhaul where a company’s entire identity is redefined. In this article, we will talk about some of the successful rebrandings and what you can learn from them.

Burger King


In 20 years, Burger King has gone through its first rebrand. It is not done on a mere whim, Burger King has recently dialed up on quality and taste. Along with that, they have cut down on artificial preservatives and taken a pledge to be more environmentally sustainable.

The new visual identity captures the quintessential values of Burger King: big, bold, mouthwatering, playfully irreverent, and proudly true.

For the logo, they have taken a modern, minimalist approach but still pays homage to the brand heritage by sticking to the trademark vintage icon. For colour and typography, they have gone unapologetically rich and playfully bold.

This is reflected throughout their restaurants, packaging, menu design, crew uniform, decor, and the entire digital media channels.



Uber is a global and a local brand but in 2017 Uber found itself apologizing after several scandals that affected both its customers and employees. They changed leadership and brought in the new CEO, Dara Khosrowshahi, and tried to change their image of the macho, boy band, tech startup to a global mobility platform.

Apart from the internal culture, Uber wanted to create a brand experience and their redesign included logo, custom typeface, photography, illustration, the layout of advertising, and promotional materials.

This clean, simple yet global approach, helped Uber break away from their former CEO and toxic culture, pushing the company forward into a new era with a promise to be better and responsible.

Air Arabia


Air Arabia is the Middle East and North Africa's first and largest low-cost carrier airline, launched in 2003. From serving just five routes with two aircraft in earlier days, the airline has currently grown and covers over 155 routes from multiple hubs spread across the UAE, Morocco, and Egypt. After working for 15 years, in 2018, Air Arabia unveiled their new corporate brand identity.

Based on the concept of 'Modern Nomad', the new brand identity aspires to connect with young, adventurous travellers who are eager to explore new places. For the new logo, the airline has chosen a modern yet elegant look. In regards to the colour, they moved away from the traditional red and have gone with an elegant shade of pink.

This rebranding effort highlights Air Arabia's ambition, aspiration to please the younger audience.



Burberry is a luxury brand, founded in England more than 150 years ago. Famous for popularizing trench coats and waterproof gabardines, at one point in time it was associated with being gang wear.

To break away from the rumour, Burberry took an active initiative of reinventing itself. Along with their iconic trenches, they glammed up their product design and introduced utility clothing with a sexy spin. To improve public opinion, they approached high-profile celebrities like positive images like Emma Watson, and Kate Moss.

After the rebrand, Burberry's sales rose by 27%. A successful rebrand is sensitive to the history of the brand and never compromises with the heritage and integrity of the brand.



Youtube was founded in 2005 and 2017, for the first time in 12 years, Youtube decided to rebrand. The reason being over the last few years, Youtube has launched an array of services like YouTube Kids, Gaming, Red, TV, and Music. The team wanted a singular brand identity that shifts the focus from Youtube being a website to an expanded family of apps that stretch across multiple platforms.

The redesign included the logo, typeface, colour scheme, and a bunch of major changes that are aesthetically pleasing and functional on every screen. For the logo, they experimented with several fonts ranging from modern to VHS, classic television, and print era. Even, the iconic shade of red is unique to Youtube, the team settled on #FF0000, a really pure red that goes to the RGB of video.

House Of Parliament, UK


The House of Parliament or the UK Parliament is the institution responsible for making new laws, examining and scrutinizing the existing ones, holding debates, form budgets, and levy taxes. They underwent a rebrand in 2016 to make it more suited to the digital platforms.

Although, the Parliament was criticized for using the public's money for this project the pros outweigh the cons. Keeping the prime focus on being 'simple and clear', the new logo is a redefined version of the traditional, medieval-style gate symbol.

Instead of a kaleidoscope of colours, the team curated a core palette of dark purple, mint green, and white, For the typeface, they went with serif typeface Register, designed by foundry A2-Type, to be used across communications.

For the graphics, the focus was to keep the design minimal and use flat icons. The idea was to impart the information distinctively without being overwhelmed by the design.

Despite the outrage, the rebranding was a success. According to the GDS, 98% of driving tests are now booked online and 12 million people have used the website to register to vote.



Dunkin' has been selling donuts since 1950. While the brand is popular for its selection of donuts, the actual word 'donut' no longer resonates with their brand identity. With this rebranding exercise, Dunkin' removed donut from its name and modernized the experience for customers while staying true to its heritage.

The rumoured reason behind this change is the fact that Dunkin' wishes to move away from its identity as a glorified coffee - donut stop and expand its food and beverage menu.

This new redesign can be witnessed from inside the store to across the advertising and marketing channels. This rebrand included a logo redesign, packaging, store remodels, and brand messaging.

By this point, it is no secret that rebranding is expensive, time-taking and a high-risk affair that couldn’t be done on a whim. You have to be insightful about the market and your position in the industry to know when it is time to rebrand. However, if you have decided to rebrand, connect with a < font color="red">branding agency like Vowels, who with their team of expert strategists and designers, will give your company a brand new identity.

Some of our other services are logo design, a website development, tailored messaging, or a complete brand makeover. We specialize in brand consultancy, strategy, brand guidelines, CI manual, brand presentation, and corporate branding.

Also read - How Your Brand Receives More By Giving

Contact Us

Check out our work at < font color="red">Vowels

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How Your Brand Receives More By Giving


“The brand rises by lifting society.”

It is society and the people who convert your dreams into a brand. Giving back a portion of the sales or donating a product for every purchase towards the betterment of the society will earn you greater reward, in the books and outside as well. 

However philosophical or philanthropic it may sound. it’s a Universal law that what you give, comes back to you abundantly. This is equally true for brands just as it is for humans. Giving has always been connected to receiving more. Goodness will attract goodness. However, this doesn’t imply that brands shouldn’t make a hefty profit; this doesn’t imply that brands go for donating instead of reinvesting profits. No. The brand must be proud to make huge profits and even proud to use that profit for further diversification of the business. However, creating a sense of trust and long-lasting relationships with people is crucial for sustained business in this competitive market.


For instance: There are two brands selling almost identical ‘ergo chairs’ at just the same price. For every 8 chairs it sells, Brand A claims to donate 1 chair to the underprivileged section of the society and Brand B doesn’t claim to do any such activity. Who would you choose? We know!

If you, as a brand, could figure how to share a percentage of your sale proceeds with that part of the society which either you personally care for or one that the general public really cares for, you are likely to get more brand attention than otherwise.

amazon-smile-You-shop, Amazon Gives

Giving a percentage of your revenue or sales is a solid way to bring about the kind of marketing which steals hearts. Right now is the best time to devise a smart brand strategy that makes your brand look more attractive by doing acts of kindness. Remember: 80% of consumers think from the heart and below are a few brand strategy guidelines you could deploy for maximum results!

Offering an opportunity to do a good deed


A large chunk of consumers make decisions based on their subconscious mind and doing a good deed makes them naturally happy! They feel joyous and proud to have shelled out their money for a cause, even better when it’s a cause they personally intensely care for.

The tagline “Buy One, Give One (BOGO)” is being popularly used across the Gulf market to entice large consumer sections who are excited to donate to a cause. No wonder it has worked in the benefit of the brands given that UAE is considered to have the most generous and empathetic shoppers in the world placing others’ needs before theirs. Under the BOGO scheme, when one product is bought, the brand donates one product to society. In this case, of course, it is safe to include the cost of the free product in the purchase price!

Aldo UAE partnered with Red Crescent for a unique charity initiative called #AldoSolemates in 2016 at the world's biggest Aldo store at the Dubai Festival City Mall. They asked people to donate their usable pair of old shoes and in return they would get a new pair of Aldo shoes. Needless to say, the 2-hour event was a phenomenal success! Everyone who donated a pair were also offered a flat 50% discount on their New Fall Collection. With the help of Red Crescent, Aldo managed to distribute those donated pairs to those in real need of shoes, thereby creating actual benefit in society, ultimately winning trust and even greater loyalty. This campaign not only helped them increase the footfall in the store but also increased the sales of their new collection.


If donating to a cause doesn’t resonate with your values, it’s not the end of the road. There are still more possibilities. Another great alternative is to market yourself as a brand which is nature-loving and produces cruelty-free products or operates in a more eco-friendly way than its peers. Branding plays a crucial role in conveying this message. If you want to portray yourself as a nature-conscious company in the very first interaction with the consumer, using craft paper or recyclable packaging with appropriate designing is a great option! A conscious consumer always focuses on the details so why not use that in our favour.

Yet another thoughtful alternative is to hire the underprivileged, deprived, impaired or handicapped and share it with people via strategic packaging content, or your website and different social media channels, etc. Spreading the word about your good deeds on all touch points would create a brand aura, strengthening trust and reducing chances of people doubting your intentions.

Spread Cheer And Surprise The World


Surprise them with something extra. Send them something apart from the product they have ordered. Sending an unexpected small surprise can make a big difference. For instance: During its initial years, Online Food Delivery brand Swiggy, sent out a complimentary dessert with each of its food orders. It worked! The extra delight and surprise element increased curiosity and incentive to choose Swiggy over other food delivery apps.


Product Remains the King


All said, the customer can be called emotion-driven but not unwise. The cause may make him buy once but if the product fails to satisfy, the future sales aren’t coming, no matter how much the brand is helping a cause. Hence, the cause just compliments a good product. It cannot continuously sell a not-so-good product.

The idea is to think unselfishly and really understand why people need your product at the time of its launch and in the longer run. Once the product’s purpose is found out, attaching a cause to it makes it a magic ingredient for success! The next step is to showcase your intentions in all its glory on the product’s packaging with smart tools such as packaging guidelines, prescribed keylines, etc.

There is always one way or another to differentiate your brand with the payback mechanism and sharing your actions with the world strategically is even more crucial. Just as a new product launch, this also requires the help of creative professional agencies if you really want to make a connection and reap its benefits. The bottomline is that any alternative you may choose to give back, it is not just for show, but should offer the feel-good factor to the customers and actually benefit society, in one way or another.

If you have been planning to bring a social twist to your already existing brand or start a new brand with a formidable cause that attracts consumers, now is the time to get started. Furthermore, if you are looking for logo redesign, website redesign, refreshed messaging, or a complete brand makeover, it’s time you get in touch with professional branding agencies like Vowels to make your vision come true. We specialize in brand consultancy, strategy, brand guidelines, CI manual, brand presentation, and corporate branding.

Also read - 5 Brands That Have Mastered The Brand Language & How You Can Do It Too?

5 Brands That Have Mastered The Brand Language & How You Can Do It Too?


"The real art of conversation is not only to say the right thing at the right place but to leave unsaid the wrong thing at the tempting moment." —Dorothy Nevill

Throughout human history, words have been used to understand the universe, conjure up stories, and even make the fantasy come alive. In the case of businesses, we've seen a slight shift in how a brand talks widen its world and help differentiate it from its competitors.

But, what is brand language? Brand language is a collection of words, terms, and phrases that a company uses to describe itself and its products. Closely associated with content marketing, it is a marketing strategy used to help consumers identify and strike a meaningful conversation with the users.

One of the crucial elements in the brand strategy, it frames the entire experience of the customers. While everything might look simple and pretty straight forward on paper, the question remains: What does a brand do differently to develop a language? And most importantly, how can you create your brand marketing language?

In this article, we will discuss brands that have developed their unique brand language and how you can do it too.



Amul is one of India's most well-known dairy corporations that single-handedly spurred the White Revolution in India. Although the company was formed in 1946, the brand has come a long way in terms of approach, visual design, and ambience. What once started with just a mascot has today become one of the leading powers in being a social commentator to current political, cultural, International climate, but with a dash of humour.


Today, it has developed its language popularly called 'Hinglish' that connected well with the North Indian Hindi speaking belt. For other regions, they tweak their brand language, keeping the essence the same through the vernacular press.



If there is any brand that knows its customers and nails the brand language simultaneously, it is Zomato. It started as a food ordering app and eventually expanded to form a digital directory to find the best restaurants around. But besides their app and other customer services, Zomato has excelled in pulling out a foodie in everyone.


Equally hilarious and relatable on all platforms- Facebook, Instagram, Twitter, and Youtube, it has won hearts through effective content - videos, TV ads, infographics, social media campaigns, and tweets. In their content, they say what they exactly feel about food and found a knack to engage with the audience.



BMW is an iconic example when it comes to visual brand language. Regardless of your economic status, social standing, profession, or whether you are a fan or not, people recognize BMW cars instantly not only by the logo but by specific design elements that have been developed through history.


As a premium luxury automotive brand, BMW might not say a lot through words but it chooses the few with care. Words like intelligence, luxury, exploration, thrill, and adventure are often used in their copies. The makers of BMW know what makes a BMW a BMW. Building a loyal customer base for several decades, the brand has become a symbol of quality, reliability, innovation, and trust, a major win for its brand language.

The mission of a brand language is to create recognition and form a brand identity, BMW has successfully shown it to the world merely through a glimpse of their logo.



If there is one brand that has mastered the art of brand language, it would be none other than Disney. Synonyms with magic, adventure, heartfelt story, and positive outlook, it has quickly won the hearts and minds of children and adults alike with the beautiful image it has put out. This persona is not limited to its movies, you could see it in their ads, social media channels, and even amusement parks. For a lot of people around the world, Disney is perceived as the happiest place on Earth because the brand has developed its brand language to portray the same.


The other contributing factor to its beloved image is all the touching stories and characters that have become an inseparable part of our lives. Disney's language is happiness and magic, and everyone needs a bit of magic in their lives, Disney knows it well.

Tinder India


Tinder's entry into India was surprising, considering its conservative market and centuries-long history in arrange marriage. But with its collaborations, social media campaigns like #SingleNotSorry & #SwipeStories, witty tweets, and topical posts to start conversations, prompting people to give it a try for maximum engagement.


Tinder has now established its brand language as casual, fun, and quirky. With its topical commentary, it mirrors the lives of its users and how they would react and voice their thoughts on certain topics. The brand knows millennials' sentiment about dating, the struggle to find love, and the quirks of being in a relationship, and it leverages the same emotions to create conversations that amplify the reach of the brand.

How To Develop Your Brand Language?


By this time, you are well-equipped with the concept of branding and the importance of brand language. Along with that, you know what the biggest players in the business are up to. So, it's time to learn to develop one for yourself.

Before delving into the process, it is important to understand that a great brand language isn't created overnight. It is a continuous process that takes hard work, consistency, and a talented copywriter.

Understand Your Business:


That being said, before diving into branding and marketing, it is vital to evaluate your company's vision and mission. Doing this will help you uncover the true emotions behind starting the business and why your audience connects with you. Aligning your brand language with that of your target audience will help you communicate efficiently and efficiently. If you are an established business take a hard look at your content and whether it is in line with the language you want, if not, it is time to find a new one.

Sit Down & Define Your Voice:


After evaluating your brand values and business goals, it's time to get creative. You get to create a unique voice matching your company values. The idea is to get 3-5 adjectives that evoke the essence of your brand. Are you funny and flirty? Our friendly yet professional? This minuscule exercise will help you determine how to wish the brand to be perceived and create your brand language accordingly.

What Do You Want To Emote:


Maya Angelou, once said, “People don’t always remember what you say or even what you do, but they always remember how you made them feel.” Your well-crafted words, phrases, and mostly brand language will play a large role in shaping how your customers feel about your brand. The bigger question however is, is it the feeling you hope to evoke and emote as a brand? Emotions are crucial to any business and should flow flawlessly from the tone and voice of your brand. So, what are the emotions you wish to emote? Is it safety and security? Trust and fondness? Or Empowerment?

Weave Message Into A Story:


Words and phrases are building blocks of a language, hence, it is important to choose them wisely. Identify the keywords and phrases you wish to associate with the brand and pepper it naturally across the digital media channels. When you weave a message into your brand story, always remember to stay true to those words and give the customers the promise.

Observe, Engage, Evolve:


By this time, you have a fair idea about your language, it's time to put your plan into action. Since, creating or changing a language impacts the whole business, always keep your employees and stakeholders in the loop. Remember that brand language like any other language is constantly evolving. Our tip to you is to observe the market, engage with the audience, and evolve with time.

If you are a startup wishing to build a brand or someone looking for a fresh start, rebrand your own business whether it is a logo design, a website design, tailored messaging, or a complete brand makeover, it’s time you get in touch with professional branding agencies like Vowels to make your vision come true. We specialize in brand consultancy, strategy, brand guidelines, CI manual, brand presentation, and corporate branding.

Also read - Brands That Sell Human Connection Sell Faster & Last Longer

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Check out our work at Vowels

We are always available at

Want to get in touch over a call?

(+91) 97858 40004

Brands That Sell Human Connection Sell Faster & Last Longer



It’s not what ‘hits the market’ first but what ‘hits the hearts’ first that wins the race.

In today’s day and age, it is not necessary to launch a service with more convenience or better innovation design. Today’s successful brands are bringing a normal product with a heart-wrenching story to ace the race. You could also hit a fortune by launching an already existing market product with a masterfully crafted yet honest brand story. Here’s how!


Paying attention to people is just as crucial as paying attention to your product.

Success lies in winning hearts


It is through the heart that a newly launched brand or an existing brand emerges as a widely loved brand. When people start to feel deeply for the brand, when they become emotionally invested in its story -- that is when the brand is set on the trajectory of success.

Connecting at a deeper level


Connecting with your audiences at a deeper consciousness  is key. It’s more than just giving more value through products, it’s more than just creating the image of a socially responsible brand. It’s more than all of that. Just simply saying that you care for your artisans wouldn’t draw your audiences closer to making a purchase.


A consistent brand imagery to sustain that brand identity is crucial. It is something that every brand, whether it is selling a common product or an innovative one has to consciously integrate into its marketing by taking some steps with the help of specialists. For Example: Noon, Dubai’s popular online marketplace’s marketing has successfully created its consumer-centric brand identity. People connect with the brand imagery, trust it, buy from it and keep coming back for more.

Make People Vibe With Your Brand


People, especially the Millennials like to advocate for brands whose stories they connect with. Whether it’s wearing its products like jerseys or using its stationery or simply sharing its post on their personal social media, they do it with ease and in the heat of the moment. This makes them feel good, makes them feel that they belong here and hence, they want to go all out to share their kind of brand with their tribe.

People like sharing what they found and their sharing frequency increases if they like what they found.

Sharing is happiness for most Millennials.

Consumers today want to invest in a brand in its initial stage and once the brand starts getting public attention, they take pride in having discovered that brand early on and they are excited to share their discovery with the world. They robustly share their experiences with their friends, family and mostly over their personal social media or on their blog if they have any. For Example: If a corporate tech junkie discovers your brand and likes your product, he is most likely to share it with all his colleagues at his workplace, thereby giving you brand exposure at zero cost. Once the brand becomes known, he would want to portray himself as one of the early discoverers of the brand, ultimately leading to a higher brand value in the long-run.


Engaging conversations on social media


People want to actively participate with your social channels if your brand story strikes a chord with them and your brand values resonate with theirs. People even share something they find interesting on your page - whether it’s a fun video or a heart-touching story of the artisans or just an attractive looking product. They share. And those who they share it with, share even further. That is why these days startups are stealing limelight at a flashy speed and getting more attention than established brands. This frequent impulsive sharing is induced by social media apps like Instagram, etc. and aids new brands to reach thousands of lakhs of people without spending a lot of marketing budget. But it all starts with one thing: When Your Brand Story Creates A Human Connection.


The customer stays with you if you make him feel better. Telling the brand story in a strategic way with the help of professionals can land you in a magnetic position where people come in flowing to you. The idea is to make a connection with the consumer at every touchpoint through standardised communication -- if selling at malls, it could be through incredible packaging, if selling online, then social media handles or your website should be able to strike a chord. Middle-Eastern brands in KSA and Gulf Area are vigorously relying on Packaging Guidelines to keep their communications more streamlined and professional across different channels. Consistency is queen, indeed.

The bottom-line is that if the brand story works its magic on the consumers on a consistent  basis, no doubt a purchase from them would come soon and once they are satisfied with the product, their loyalty just plays on repeat, bringing  you long-run benefits. Regardless of whether your product is an innovation or a generic commodity, what stays is the connection before selling, and the product experience after selling -- that doesn’t fade away! And that is what makes a brand The Brand. 

If you have been planning to launch a new startup or rebrand an existing one, now is the time to get started. Whether it is a logo redesign, a website redesign, refreshed messaging, or a complete brand makeover, it’s time you get in touch with professional branding agencies like Vowels to make your vision come true. We specialize in brand consultancy, strategy, brand guidelines, CI manual, brand presentation, and corporate branding.

PS: “It all starts with human connection .

Also read - How F&B Brands Can Develop A 'Signature' Brand Identity?

How F&B Brands Can Develop A ‘Signature’ Brand Identity?



Foodies have been around forever since the age of fire to microwave, but today the competition in the food industry has reached newer heights. With so many restaurants and F & B brands competing to establish a premium brand and snatch the number one spot, what can you do to stand out?

For anyone working in the food business - launching your brand by creating the buzz around “insta-worthy” food items, pretty pictures, and tv shows-inspired interior may help jumpstart the business but novelty eventually wears off and people move on. To create a sustainable relationship with your customers it is important to go beyond the quality and services and craft exquisite brand experiences that stay with them and help forge an emotional or even better gastronomic connection.

While the nuances of food branding aren't obvious and are a bit tricky to pin down, in the article, we will discuss ways to make the right impression and eventually create a signature brand identity.

1.    Concept


For an F & B brand, a concept is defined by its culinary style, prices, interior design, service, seating, and ambiance. So, are you a premium dining restaurant, pop-up bar, pub, fast-casual, food truck or online order only spot? Your concept basically dictates how your product and services work.

Choosing a unique and appealing concept will make your brand stand out and give prospective customers an easy way to find your business with unique keyword combinations. In this digital age of highly targeted campaigns and keywords, your customers are likely to define their food preferences in their searches using the key phrase "vegan chocolate ice cream" instead of generic "ice cream." Your concept has the potential to become your brand’s USP or Signature. Apart from everything, the concept will act as a primary tool for branding and work efficiently with word-of-mouth strategy, ideal to find your perfect set of audience.

2.    Brand’s Philosophy and Vision


Your brand's vision and philosophy lay the foundation of your values that your eatery hopes to achieve. A mission statement will allow your brand to connect with your customers, staff, and stakeholders. Your philosophy will also act as the element that will differentiate you from your competition. More often than not, brands with undefined mission and vision tend to struggle to find their brand identity and later the position in the market. Work on your mission statement, you can use it as a guide for the rest of your decisions regarding the visual elements of your brand. 

3. Work On Logo & Tagline


You have heard it a million times that logos are the face of the brand but when it comes to food brands, it becomes the centerpiece of your entire branding strategy. Still not convinced? Suppose you are driving in the city, you will recognize the golden arches on a bright red background of McDonald's' in the sea of brands.

Also according to colour theory, warm colours like red, orange, and yellow work best for food branding. Green on the other hand is associated with natural and organic brands. And blue is recommended to be avoided as it has the least effect on the appetite.

While the logo visually represents your brand, the tagline on the other hand sums up the defining feature of your brand in line and is meant to strike a chord with your audience.

4. Tell Your Story


Everyone loves a good story. Storytelling is critical, it connects people and helps form new connections. So, if you are still contemplating or haven’t figured out how to tell your brand’s story well, you’re missing out on the huge revenue-boosting potential of your content marketing strategy.

How does it work with F&B brands?

The food and beverage marketplace is crowded with brands fighting for the attention of tech-savvy and socially connected customers, delivering great taste and optimal nutrition is no longer enough. To win a share of your consumer hearts and wallets, your brand must deliver an experience driven by emotions - design and content are the perfect channels to wield a story's true magic.

5.    Create A Website


The world is amid a pandemic, social media channels and online deliveries are the saving grace of the food and beverage industry. With contactless delivery and social distancing norms in place, your prospective guests and loyal customers might want to check out your website for your product range, menu, opening hours, or to simply learn more about your brand.

For an industry as dependent on visuals as f&b, we recommend you invest in a high-quality website and photoshoots, it will help you set the tone, voice, and aesthetics for your brand. While you are at it, keeping an active Instagram is highly recommended as a medium to express your aesthetics, new additions, and essence of your brand through images and videos. Being consistent with socials is worth it.

6. Invest In Visual Identity


The term visual identity imposes a huge selection of elements such as logo, typography, colours, shapes, images, etc. Though each element is crucial in design, when it comes to food branding, the packaging is the cohesive effect powerful enough to attract the customers.

While food is a sensory experience, your customers first experience your product through their eyes, not their taste buds, so the way you house your food or drink matters a lot. While it is easy to get swayed by the creative freedom, it is important to ask yourself: who is my customer? Will my customers have expendable income or are they on a strict budget? Are they eco-conscious or experimental? It is essential to understand your product and the people who will be purchasing your products, packaging them accordingly will increase the sales.

While we are at it, packaging also helps customers distinguish your product from the zillions of other options crowding shelves. Distinguishing yourself from your competitors is a great way to pave the way to signature brand identity.



By this time, you’ve settled on the major components of your brand, after they are made it’s important to make sure they make sense together. Though experimentation is a strong suit of the food industry, it is wise to tread delicately as it might miss the mark and leave your audience confused. When you aim to create a signature brand identity, take your time, and put thought into it, a great effort is always appreciated consciously and subconsciously by patrons and loyal customers.

If you wish to rebrand your own business whether it is a logo design, a website design, refreshed messaging, or a complete brand makeover, it’s time you get in touch with professional branding agencies like Vowels to make your vision come true. We specialize in brand consultancy, strategy, brand guidelines, CI manual, brand presentation, and corporate branding.

Also read - Brand Storytelling is Your Sales Team Head

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Brand Storytelling is Your Sales Team Head



“Marketing is no longer about the stuff that you make but about the stories you tell. People do not buy goods and services. They buy relationships, stories and magic.” Seth Godin


Humans love to listen to new stories; they love being on the receiving side of storytelling. They feel heard, they feel a sense of belongingness. Once the prospective customer’s psychological needs of belongingness are satisfied, that sense is followed by purchases, both informed and impulsive. In simple words, good stories told by the brand impact the customer’s perception driving him to a state where he wants to possess that brand. If a product you are selling is similar to what others are selling, storytelling will become your magic wand and give you an edge. Here’s how!

Brand Storytelling — imperative to penetrate into the consumer’s minds

It’s hard to neglect human emotions. If your brand story has been able to touch a prospective customer emotionally, a happy purchase is coming next. You could share this brand story on your packaging or through an advertisement, but ensure that your brand story is a heart-wrenching tale evoking emotions and sentiments. A few professional creative agencies in Dubai know the art of stealing hearts with minimalistic marketing and packaging -- exactly how it works. Making a strong heartfelt impression without going too overboard is the trick they have aced and one that brands must deploy for making it big.

Airbnb hired a high-profile artist to artistically portray the experiences of its clients and hosts to the rest of the world. A classic way of storytelling!

Marketing gimmicks that don’t look like marketing gimmicks

The idea is to get people talking without the brand going out and doing all the talking. One smart campaign can turn the tables for any brand. Professional branding agencies understand what can trigger stirring conversations on social media and other channels. They come up with fool-proof marketing gimmicks which don’t seem like marketing gimmicks to the public.

Take Dove for example. It focuses on being true to self and being happy in one’s authentic beauty for all skin colours -- exemplification of breakthrough branding which is consistent, much more deeper and well-implemented.

Your Brand Is The Protagonist Of The Story

Why does everyone love watching movies? It is simply because loving storytelling is in human nature. Always remember, in your story, the protagonist is your brand. Some brands push their product on different channels and make unyielding sales pitches to expensively bought leads. Whereas, smart brands get the people talking about the product without the brand going out and talking aggressively about the product. They create content, giving only subtle attention to the product but making the overall story so engaging that people share, like and the word spreads like wildfire. Brand still remains the hero, although subtly!

For example, Almarai, a renowned dairy brand in the Kingdom of Saudi Arabia got the world talking about it when it launched a breastfeeding video which became the second most shared video in the world at almost 1.3 million shares, within a week of its launch. Its Facebook Page became the third fastest growing page in the world after Nestle and P&G. Almarai garnered over 39,000 new followers every day.

All you need to ensure at marketing level is that your story is told effortlessly and consistently without seeming too desperate to make a mark. There is of course a very fine line between powerful storytelling and desperate storytelling -- something which creative agencies understand the best. In today’s cut-throat competition, storytelling bags you the golden medal. Storytelling is essential for a brand to become successful in such overcrowded markets, almost saturated with every kind of product.

What is the story about?

It could be a story about anything you find peculiar in your brand -- it could be about how your venture came to life, a story about how you process your products, a story about the place you source the raw materials from, a story about the artisans, a story about if and how you use a part of your profits towards social causes, a story about how your brand gives employment to the underprivileged people living in the poor geographies and the list goes on.

For Example: Dubai-based makeup brand Huda Beauty founded by beauty blogger Huda Kattan raked in record sales in 2020 despite the pandemic. Although her products are priced at a higher end, her brand story is clear and simple. She promotes her brand as a means of expression, as a means to feel confident. About her brand, Huda says,” It is about giving people the power to express who they want to be no matter who they are, or where they are from. Beauty is not about how much you spend, but how confident you feel, so that will always be the ultimate goal for us.”  Indeed, a lovely way to swap the customers’ worries about spending more with the “feel good” factor. Next thing you know, that sense of self expression makes the customer almost addicted to the brand and keep coming back for more.


If your stories are all about your products and services, that's not storytelling. It's a brochure. Give yourself permission to make the story bigger.” - Jay Baer

If people today ask you what’s your business’s USP - it could mean Unique Selling Proposition as we have traditionally known the acronym or Unique Story Proposition, as rightly introduced by renowned author Jim Signorelli. This is the age of storytelling, really! An age where a brand potentially reaches the ultimatum of attention and wide success purely because of a well-articulated story. The idea is not to ring in fame overnight through extensive social media campaigns and rigorous storytelling. The idea is to uniquely position the brand and stand out from the competitors, with a story that is hard to go unnoticed, even when narrated periodically to keep your community waiting for more.

If you have been planning to launch a new startup or rebrand an existing one, now is the time to get started. Whether it is a logo redesign, a website redesign, refreshed messaging, or a complete brand makeover, it’s time you get in touch with professional branding agencies like Vowels to make your vision come true. We specialize in brand consultancy, strategy, brand guidelines, CI manual, brand presentation, and corporate branding.

Also read - 8 New Year's Business Resolution To Make In 2021

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2020 Logo Design Trends



Logos are a significant part of a brand’s identity which defines and often completes the brand image. They help brands establish a sense of association with the consumer and deliver a sense of remembrance for the brand.

Logos are not something which are required to be altered every now and then, they usually last longer, but as we continue to live in an era governed by trends, it is important that brands accommodate these trends and emerge adaptive.

While 2020 was a year filled with challenging times, it also led most of us to lean to our creative sides. Designers and creatives have dedicatedly created aesthetically pleasing content, from which we have curated the trendiest of trends, and logo style highlights of the year 2020!

1. LINES, to live by



Elegance will never possibly go out of fashion, rather it will keep complimenting design trends with every passing year.

There is nothing which communicates simplicity better than thin line typefaces and minimal geometry. A lot of brands are leaning towards creating simplistic brand images by using thin line fonts, and one letter logos.

2. I – catching



Things that stand out usually catch your eye, just like this cool “I-Catching” logo trend that we have seen in 2020 quite a lot.

Dots compliment and make a design look complete like nothing else, strategic placement and usage of a contrasting colour palette can make your logo stand out and help you develop a consistent brand image.

3. Tighten them BOLTS!



Logos are meant to develop a brand identity and a sense of association for your brand, but if you get lucky your logo can directly communicate what your brand stands for.

Icon logos have dominated the design trends since forever. Bolts are one such icon which have acted as service translator for many brands in 2020. Since things have been moving pretty slow in a pandemic, The bolt icon symbolizing speed has been on top for a lot of brands in 2020.

4. SIMPLE , the oldest normal



We have all come across a client brief mentioning, Simplicity is the key, and this might be the only statement where we share the same sentiments as our clients.

No matter what you are creating, the best way to communicate a design is to keep it simple which automatically makes it a gorgeous one!

Since this year has been full of complications, simplistic brand identities stood out!

5. CLUTTER, looking good this time!



While 2020 gave us all the time to DE-CLUTTER, some trends made clutter look good. Graphic designers have created trendy content throughout the year, which blessed our feeds with numerous memes. This particular trend made it to the “meme market”.

Although, clutters do not always deliver satisfactory visuals, but if designed strategically they can come out to be trendsetters.

6. Metallic finish – A little shine did no harm to anyone!



2020 has been one of the darkest years for most of us, and we did not leave a single opportunity to bring in some light. Metallic finish logos have been adding that one missing element to your designs for a long time. A lot of brands decided to bring in the shine by resorting to metallic finish designs.

7. REPEAT, after me, Will you?



Well, Repetition might not sound like the best idea, but it’s one of the most popular ways to give shape to designs that stand out. It delivers a sense of symmetry in the design, which makes it all the more visually attractive to the audience.


Be it repetition of simple geometry or colours, it has helped brands develop an unique yet simple visual identity for themselves.

Disclaimer : We are not in any way implying that repetition of 2020 would be a good idea.

8. All the Dimensions, but you chose 3D!



While we spent most of our 2020 socially distancing from 3D’s, Graphic designers decided to create some 3D’s for us. 3D logos have been a cliché for a while now, but one can agree that they make visual communication for brands, better. Be it isometric designs or just a 3d view, this particular style has proved to be accommodative almost all the time.

9. Interaction simplified, Animation!!!



When human interaction looks scary, well because it’s 2020! We created brand identities which made interaction fun. Animation is a fun trend, which will never fail to create a great interactive experience for your consumer. It proves to be extremely engaging, and in this fast paced world where waiting seems impossible, Animated logos are here to fill the those waiting moments, between you and the app you are trying to open.

10. Cartoon, catering to all ages



In 2020 as we explored literally everything to keep ourselves sane, the Cartoon logo trend emerged to feed our childlike visual needs. Various different styles of incorporating cartoons in designs have stayed in the game this year, like hand drawn doodles, outlines, Flat cartoons etc.,

This particular style proves to be interactive and is extremely successful in creating a sense of remembrance for the consumers.

A little RECAP!

While logos are something which do not necessarily strive with trends, but it’s always a good idea to tweak it a little and create space for accommodating trends.

Trends are a great way to create relatable content and gather effective audiences. We are aware that logos constitute a big part of a brand’s identity.

2020 did give us a lot of time to reflect and create better things for ourselves, why not do the same for your brands and businesses. Re-creating might not sound like the best choice, but rebranding is always an option. Shaping a new brand language and accommodating trendy visuals and colours can help you broaden your consumer base and curate an authentic visual experience for your customers.

We owe gratitude to creatives and designers for making this year a little better by creating visually appealing content for all of us.

If you think this article made you rethink a little in terms of your brand identity, and you would want to accommodate some trendy looks for your brand, you have just landed on the right page. From logo design to creating trendy packaging design, we have got it all for you.

Also Read – How Does Research Helps In Building Successful Brands?

How Does Research Helps In Building Successful Brands?



When that perfect business idea strikes you, you wish to conceptualize it, gather your team, start making and selling things right away. After all, in business timing is everything.


In such exciting moments, the thought of detaching yourself from the process, and conducting a market or brand research seems like a waste of time. The more confident ones claim that they know who their target customers are and what they exactly want. But does anyone really know? Probably no.

Your brand is your company’s most valuable asset and touches every part of your company and customer experience. Similar to an individual, a brand must grow with time, experience, and circumstances. Therefore, brand research must be an ongoing process to confirm that your brand is gaining insight into consumers’ minds, build brand equity, and know if the brand is still relatable with the target audience. 

Remember, the world is changing faster than ever and your brand needs to keep up with the pace of changing economy, customer preferences, and market needs. It will be an impossible task if you’re not keeping up with them through brand research. In this article, let's discuss the benefits of researching a brand's identity development phase.

Understanding Consumer Behaviour


Understanding what the consumer thinks, to what it responds, and how it behaves to certain messages are critical to every business and achieving their goals. Whether the decision is about a new product or a relaunch, communication channels, or pricing strategies, research can help you answer these questions and many more.

For decades, research has proved to be the backbone of any successful business and its marketing strategy. In essence, brand research is a valuable tool that helps people understand the finer details like what the potential customer likes, needs, and if there is a space that you can fill.

Detailed research helps in understanding the consumer better and as a result, helps create impactful marketing strategies. Additionally, a well-formed strategy improves a brand's position in the market.

Composing A Relevant Brand Message


Great brands aren't built in a day. They are thoughtfully curated and patiently built, word by word. Research is a critical step in determining the voice of your brand, and the message it sends.

First things first, a great brand starts with an in-depth understanding: who your target audience is? What do they care about? What motivates them? what does their day look like?

Understanding your industry, your space in it, your competition, your product, and the value it provides, are some of the questions that brand research helps you answer. Moreover, it gives your communication strategy a direction rather than taking shots in the dark and hoping something will resonate with your target audience.

Understanding Your Weakness


It doesn't matter if you are starting or positioned successfully in the market, it is important to take a long hard look in the mirror and evaluate your company and its shortcomings.

Whether it is stakeholders, investors, employees, or employees, it is important to understand their perspective on the business. How do they see your business? What are the values you share? What is your USP in their eyes? This assessment will give you an honest insight from a third-party perspective.

With the help of research data, you can spot blind spots in your marketing strategy, a new audience segment, or a need for a new product. That's why whether you are a startup, small business, or an established company, you should spend time, resources, and a section of your marketing budget in discovering your weaknesses.

Amplifying Your Strong Points


After research, it is clear who you wish to reach, what are they interested in, and where you can find them, but there is so much more to it. In-depth research strengthens your brand in varied ways. A solid gathering and analysis of data can help you identify new business opportunities, unknown audience, and untapped market.

Research helps companies know their consumer's interests and pain points, a brand can tailor products to the needs of the target audience, upgrade their products, provide with the add ons among other things. Along with that, good research helps a brand expand its influence in terms of audience and demographic. Discovering an ideal geographical area will allow you to create effective and compelling targeted campaigns that suit the needs of your audience.

Set Better Goals For The Brand


Businesses are profit-oriented ventures that are expected to grow every year. If you are a CEO, Marketing Director, or business owner, you are expected to have plans and goals related to growth in sales and customer retention and how to achieve them.

But how do you know the potential of your business? the expected industry tends or if the current is attainable. That's where the research comes in.

Many organizations after significant success feel cooped and get stuck, and are unable to accomplish their business goals. Whereas, some of the startups set overarching and unattainable goals that tire them out without even getting started. So, organizations must recognize the benefits that can come from purchasing or conducting market research.

From securing funding from the investors to determining new opportunities to mitigating risks, research helps you connect the dots and accomplish the business goals.

Making Informed Decisions


From gazing at new opportunities and competitor analysis to estimating the size of the market, current industry trends, buying behaviour, and customer's needs, research is at the core of everything.

Research helps you evaluate your ideas, make them relevant to the industry, and refine the implementation for smooth success. The crux of market or brand research is to make tough business decisions easier. While research might not solve the problem for you but it can surely provide you with data that can predict the situation, mitigate the risk, and prepare the company against the possible threats. Conducting constant research will help your company make informed decisions rather than shooting in the dark, leaving the fate of the company to arbitrary concepts such as luck.



Now, that you understand the importance of research and the value it can provide your company, it's time to give it a go. The process might look intimidating and borderline unnecessary but to conquer your target audience and market, research is the key.

As a business owner, we understand the burden of responsibilities you bear and the value of your time, so leave the work to professional branding agencies such as Vowels. We specialize in design and branding. If you wish to rebrand your own business whether it is a logo redesign, a website redesign, refreshed messaging, or a complete brand makeover, it’s time you get in touch with professional branding agencies like Vowels to make your vision come true. We specialize in brand consultancy, strategy, brand guidelines, CI manual, brand presentation, and corporate branding.

Also read - Why Is A Good Website Design So Important To Any Business?

Contact Us

Check out our work at Vowels

We are always available at

Want to get in touch over a call?

(+91) 97858 40004