Citizen India
Rebranding and packaging of Citizen India – Established in 1882, Citizen is the oldest umbrella manufacturer in India as well as the largest producer of umbrellas.
We preserved the company’s customer centric brand values and reinvented the brand image in such a manner that the fun and quirky packaging would undoubtedly stand out in the typical umbrella market. The intention was to help the consumers associate the unique branding with monsoons, madness, and memories.
ROUTE 1
LEGACY
Established more than a century ago, the Citizen group of companies has been spearheaded by a group of visionaries. Citizen Umbrella, a leading Indian company that manufactures exceptional umbrellas, is the oldest and only umbrella manufacturing company in India that is fully Backward integrated.
Legacy symbolizes pride, nostalgia, and most importantly, a touch a class. We firmly believe that premium packaging could optimally portray the immense pride we take in our legacy and rich heritage.
As the name suggests we wanted to conceptualize the legacy route with a touch of class.
This simplistic design entails the indispensable elements of our brand ; From the date of origin to the sewing machine to the bags,
umbrellas or even the fabrics.
The design mantra – Less is more is most suited here. Our design for legacy is very detailed, yet minimalistic.
ROUTE 2
CITIZEN : PEOPLE
Over the years, Citizen has established itself as a trustworthy brand by always prioritizing its
consumers. Being a people company, what better to display on the packaging than citizens themselves?
This innovative and unique packaging will incorporate different faces with a notion of abstract.
Additionally, translucent patches will be used in place of the people’s hair, thereby revealing the colorful pattern of the umbrella within. Such extraordinary packaging is bound to leave an indelible impression on the consumers that Citizen cherishes so dearly.
Illustrating our beloved citizens in a lighthearted style.
The idea of solid, flat illustrations leaving the details behind has superior visual appeal to the eye.
We experimented 2 different colour palettes including pop and the brand colors.
FINAL CONCEPT
