Designing the First Crowdsourced Mobile Phone Brand by Micromax
Design a brand identity and develop naming for Micromax's new crowdsourced mobile phone brand; a brand that is by the user and for the user.
Mobile Phone Brand Name: YU
The products under the main brand are named as Yureka, Yunicorn, Yuphoria, Yutopia, Yunique etc.
Representing a new wave of thinking in an increasingly digital world where devices are our identity and defining our way of life, YU is an enabler that allows you to do more than you thought possible by being the key for citizens to an entire new Yuniverse.
Micromax YU mimics a new age and successful start up through their culture which is dynamic, confident and bold. Bringing alive their ‘nothing like anything’ culture we created an identity that depicts the brand‘s innatley creative and evolving spirit.
When it comes to making a statement, simplicity stands out in a sea of complexity. The YU Identity is angular and dimensional, capturing a restless and free-spirited nature and lifestyle that users can relate to. Basic shapes come together to express different codes of creation along with bold and bright colours that challenge the category norm giving YU a sense of energy and dynamism.
Brand Union, India and Singapore
Creative Director, Dan Ellis
Design Director, Sulekha Rajkumar
Designer, Surabhi Rathi
Naming, Omkar Purav
AWARDS AND RECOGNITION
Recipient of In-Book Award by Kyoorius