BRAND OVERVIEW
Casanix is one of the key players in the smart home solution market in India. They are operational in both Tier 1 and Tier 2 cities, catering to both personal and professional sectors. With a wide range of smart home devices, their products seamlessly allow the user to customize their living spaces and live in an optimized and efficient fashion. Guerrillas Advertising partnered with Casanix at the very early stages of branding and marketing and thus, was instrumental in defining the brand identity.
OBJECTIVE
To understand the psychology of the target audience and define a brand identity that reflects Casanix’s true essence. They also wanted to create a quick brand recall value that allows them to market and remarket to their audience in a planned and strategized manner. In simple words, they wanted their brand to become synonymous with – India’s best smart home solutions provider.
INSIGHT
Smart home solutions demand trust and reliability. The new design language had to convey the same to the target audience with fluidity. Over the years, the world of branding has gone through a paradigm shift where businesses are moving away from the abstract point of view to a more focussed yet minimalistic vantage point. After further research into the subject, the team was able to zero upon:
- The colour scheme
- The right font
- The logo design
IDEA
Sending the right message to the right target audience was imperative for Casanix. It was also important to create a high brand recall value during the awareness stage. The new design language allows Casanix to express its strength as India’s best smart home solutions provider.
The new design system draws its inspiration from the smart and connected way of thinking about the future of automation.
- The colour scheme
According to psychology, blue calls to mind feelings of calmness, tranquillity and security – which is exactly what Casanix guarantees with its wide range of smart home solutions.
- The right font
- Primary Font – Aller
The Aller font is unique in its composition and gives out a warm tone. The display weight is slightly more extreme, making it highly impactful and recognizable – which is exactly what Casanix wanted their brand to project.
- Secondary Font – Eurostile
The Eurostile font helps brands to project themselves as intelligent, sharp and stylish. Casanix in their vision stated they “aim to become a key player in the Indian IoT market by continuously striving towards enriching our smart home portfolio regularly with new products so that users can constantly enhance their smart home experience and improve their home management and productivity.” Thus, the font aptly represents the innovation mindset which is at the heart of all their smart home solutions.
- The logo design
The isometric design was a trending style in 2019. It allows brands to say more about themselves in a less cluttered way. Since Casanix wanted to project their technical prowess through their logo, the isometric design emerged as the perfect mouthpiece for that. The hexagonal base emits the multi-faceted nature of the brand, as at the time of conception they had plans for expansion in other domains.
Thus, through the systematic approach of processing information and deriving insights, the team ticked all the key principles of logo designing:
- Simplicity
- High recall value
iii. Versatility
- Resizeable
- Balanced
- Timeless
RESULT
An insight-driven brand identity which instantly resonated with Casanix’s ethos. The new design system allowed smart adaptation for a seamless transition across media systems. The isometric design with a multi-faceted base offered domain authority and high brand recall value.
PRODUCT CATALOG
Easy to read and follow, the colour scheme and the font blends seamlessly with the white background to give a sharp, neat and clean look. The detailed product catalogue is designed to project the brand as leaders in the market.
PRODUCT PACKAGING
The packaging is designed in such a way that it expresses the brand’s utility in the first five seconds. It features the brand’s colour scheme and primary fonts for uniform messaging across media platforms.
T-SHIRT
Based on Tony Stark’s nuclear ARC reactor, the T-shirt is designed to express Casanix’s prowess in the domain of futuristic smart home solutions. The grey colour perfectly encapsulates the logo in blue colour and along with the tagline builds a dynamic new expression for the brand.
HOARDING
The world we live and breathe in is becoming smarter and smarter with every tick of a second. We’re all hurtling at warp speed towards our goals and aspirations, with hardly any time to spare. No wonder, even our food had to start moving fast to catch up with us! Now, experience the power of automation that transforms any home into a Smart Home.