Corporate Brand Identity & Positioning Refresh for Arjuna Natural
One of the world's leading manufacturers of standardised botanical extracts for over 30 years - Arjuna Natural. They are leaders. Consistently delivering high quality products, offering world class services, cutting edge R&D and innovations. They wanted their corporate identity to be more relevant to the times, and reflect the new positioning.
We conducted stakeholder audits to understand the Brand's Strengths and Brand Challenge. We undertook competition audits to map the category codes. We arrived at a Brand Core, Brand Archetype, a distinct Brand Philosophy and Positioning Space. We translated the Brand Core into the Brand Identity with a refreshed version of the Brand Symbol and a unique ownable Brand Colour.
'Informed Optimal Potency' captured all that the Arjuna Natural brand stood for. From the design audits it was evident that most competition brands in the category used a green - across shades, tints and tones. We also realised that Arjuna Natural was known for their star products like BCM95 - the world's most bioavailable Curcumin and many other products, and in fact, they were known as 'the makers of BCM-95'. As a hat-tip to BCM-95, we chose the Arjuna Natural Yellow as the key dominant brand colour and the rest of the brand colour palette is made up of natural blues, greens and neutrals.
We brought alive the Brand World with the new corporate office signages, factory wayfinding signages, business stationery, packaging labels, exhibition kiosk design, digital collaterals design, product pamphlets, magazine ads, outdoor ads, staff badges, corporate brochure and even the staff clothes/uniform colour codes. A comprehensive corporate identity makeover and rollout.
We also did a commissioned photoshoot for Arjuna Natural to be used in the website, corporate brochure and all other key brand touchpoints. The idea was to help create an image bank that reflected the Brand Core - ‘Informed Optimal Potency’, highlighting science and R&D and the company’s ability to offer cutting edge worldclass products.
In the photographs shown here, you see close up shots of the making and testing of BCM-95 (the world’s most bioavailable curcumin), one of the hero products from Arjuna Natural, shot at their facilities in Coimbatore & Kochi. The photographs were used to create the revamped Corporate Brochure, the refreshed website and the Marketing Collaterals for 2022.
