For more than 35 years, IFB has been manufacturing cutting-edge home and industrial appliances across laundry solutions, kitchen solutions, and living solutions, well reputed in its sector for its forte in quality, durability and technology.
I created a visual design system, for a leading white-good manufacturing company, to maintain consistency across all their visual communication touch points.
I sat down with C-suite members to whittle down a set of keywords that best reflected the brand.
These are the keywords we arrived at after a two-hour-long discussion.
I then mapped these keywords against the 12 classic Brand Archetypes. Based on this exercise, the brand aligned most closely with:
I began by analysing the existing communications to understand the playground thoroughly.
I observed that the existing brand communication leaned heavily on the colour red.
Setting up Atoms
I carried this red forward, tweaking it into a Vivid Red to convey passion and boldness, and complemented it with Royal Purple to create an intriguing combination that echoed the initial keywords.
Typography
The current brand imageries, highly dependent on stock images and the product images, this did not work well with the new envisioned brand image.
So, we decided to develop custom renders from scratch, primarily for Washers — Top Load and Front Load.
(70% of the sales and revenue comes from this category)
I worked with Preethi Awasthi, product manager of the washer category, to understand the requirements and strategise communications.
We sat together to whittle down the communication points (or otherwise-selling points) and how can we best communicate them.
Parallelly, we also started analyzing competitors, both domestic and international. We also started gathering references of 3d renders from the internet.
Once we had a clear idea on the what is to be build and how should it look like, we started working with Manu Tomar from Dreamstead Interactive to create key visual renders.
Strategy and planning saved us effort and time
Most of the communication points were referring to the interior features and working, and mostly revolved around the Washer tubs.
To save time and effort, we decided to templatize - keeping the base as the Washer Tubs.
So I fixed the camera view of these the two washer tubs-Front loader and top loader-in such a way that all the communication points we decided upon can be built on this base.
I utilised my knowledge in Blender and Photoshop to communicate with the vendor partner to achieve the desired results.
Front loader tub
Top Loader Tub
We also experimented with materials, primarily glass to show the interiors and workings.
Once we had the base structures ready, I started adding different components on top of it.
I would take the raw renders from the vendor team and add the accentuate and tweak certain sections to bring in the “magic” (as my manager referred) to match it to the overall style.
Once we had the base structures ready, I started adding different components on top of it.
I would take the raw renders from the vendor team and add the accentuate and tweak certain sections to bring in the “magic” (as my manager referred) to match it to the overall style.
Amongst these, Steam Refresh, Swirl Wash, Oxyjet were the features that exclusively belongs to the premium line of products. We had treated these renders differently to reflect the same by adding more details, tweaking the materials used and added the overall glow. These small tweaks helped these renders to stand differentiated amongst the others.
Building Organisms
One of the early applications of this revamped visual design system was on IFB’s on-product stickers.
On product sticker
Front Load Washer
(Ordinary)
On product sticker
Front Load Washer
(Premium)
On product sticker
Top Load Washer
We started with the washer category and then ended up doing all the verticals upon the positive feedback form the stake holders and market.
I partnered with respective product managers of all the product verticals to strategise the communications for the collaterals.
On product sticker
Microwave Ovens
On product sticker
Hobs
On product stickers
Chimney
I closely collaborating with the Photo & Video Team for Food photography in the Microwave Stickers. I conducted extensive research and learned about food photography and plating and prepared a detailed deck of references for the lighting and plating for each food items we had planned.
But we failed. The photos we came up with wasn't satisfactory. We then ended up to stock images due to time constraints.
While creating this I also ended up
creating an extensive library of custom icons.
The vibrant colour palette, combined with the premium renders, helped the brand stand out in cluttered, multi-brand retail environments—where nearly 70% of their total sales occurred.
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