MICROMAX

Designing the First Crowdsourced Mobile Phone Brand by Micromax

 

 

CHALLENGE

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.


CONTEXT

Micromax is one of the most successful startups of India. In just 10 years, the brand challenged Samsung and became the #1 brand in Indian mobile handsets.

As of Q3 2014, Micromax was the 10th largest smartphone vendor in the world.


 
 
 

NAMING OUTCOME

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. 


BRAND IDENTITY

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.

 
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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. 

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TEAM

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