Identity Redesign
Spring Marketing Capital, Mumbai
2023
At the heart of the identity sits the brand mark: the Humble Comma. Rounded, warm and accessible, it represents connection, continuity and the timeless to and from of gifting. Designed as a flexible device, it stands boldly on its own or appears as a memorable expansion, pattern, stickers, illustration to always reinforce IGP’s role in bringing people closer.
The inspiration behind the brand language was drawn from tactile details that define gifting: postcards, stickers, handwritten notes, ribbons and wrapping paper. These cues, familiar and deeply personal, shaped a graphic and celebratory identity system where the sender–recipient relationship remained central. The coral-red, IGP’s signature colour was also retained as a core pillar. Set against white, it symbolizes energy, relationships and celebration. By expanding its expression, the brand world felt both familiar and refreshing.
Through this approach, I created an identity that combined the material essence of gifting with emotional depth, a universe that is distinct, dynamic and inherently human.
Developed With
Ajay Ramaswamy (Head of Design)
Lekha Shastry (Creative Associate, Design)
Varun Khullar (Head of Copy)
Nivedita Agashe (Creative Associate, Copy)
Ajay Ramaswamy (Head of Design)
Lekha Shastry (Creative Associate, Design)
Varun Khullar (Head of Copy)
Nivedita Agashe (Creative Associate, Copy)