Visual identity re-brand of Finolex Industries, one of the largest Indian piping companies. The client’s brief was to retain and refresh the original logo as well as the pipe mascot, while creating a more contemporary-looking brand. Based on insights from the client, the logo had certain heritage value in the country, with it being an approximately 50 year old brand, with the ‘O’ in its brand-name having significant consumer recall in the market. Leveraging its heritage, the studio added functionality to the custom ‘O’ by creating a hierarchy that was color coded thus being able to distinguish different parts of the company. Two custom brand patterns were also developed: a wave pattern for the umbrella branding applied to ‘Finolex Industries’ and a pipe-inspired pattern custom to ‘Finolex Pipes’ a sub division of the group. A complete redesign of their print collaterals ranging across stationery for Finolex Industries as well as extensive product collateral and stationery for Finolex Pipes. As part of the rebrand, all product photography was reshot with fresh compositions under the studio’s art direction.