Re-branding Roof and Floor!

When the Pink Lemonade team met with roofandfloor, we were more than excited. Not only was this a startup in the fast-emerging real estate market but also one that was supported by The Hindu Group. Add to that, we had experience with clients like Commonfloor and Quikr, so this was yet another feather in our cap!

First things first

The meeting turned into a brainstorming session that resulted in some quick ideas from both teams. Soon, Pink Lemonade was gung-ho about defining a new identity for roofandfloor.


The old logo, which resembled a butterfly, did little to bring out what the brand stood for and its attributes of trustworthiness, partnership, honesty and security.

The roofandfloor team also mentioned that The Hindu logo would always be placed next to the main logo. However, the bright, solid colors of the old roofandfloor logo overpowered the traditional Hindu logo entirely.

Our approach

When a brand needs to go-to-market with a fresh approach, we ensure that we help them put their best foot forward. The Pink Lemonade team began with an exercise to understand the brand and the real estate space better. roofandfloor founder Gowri Shankar was specific that the logo must not depict a home or an office but just have spatial recognition that conveyed the brand attributes in a creative, effective manner.

Internal brainstorming sessions and market research revealed that customers looking for homes would trust a brand that stood for:

  • A 360-degree platform from discovery to advice to delivery
  • Transparency at every stage of the home-searching/buying process
  • Security of the homes listed
  • Happiness of ownership
  • Speed of discovery
  • The feeling of space

Shaping it right

Of course, as is well known – a logo can never encompass all the attributes of a brand. That’s why the team at Pink Lemonade worked on using elements that best depicted the essence of the brand. Our starting point was to play around with the brand initials, using cleverly placed graphic elements to denote space, and other creative routes – all of which led to some interesting rough sketches.


Basic sketches and thoughts for the brand identity.

Spoilt for choice

The team went all out – bringing to the table multiple ways of presenting the brand in the best possible light. We put forth diverse options, exposing layers of thought to the brand positioning through a logo breakup.  A few options from our first set of logos:


The ever-evolving  process of refinement

When we presented to the roofandfloor team, we got a sense that they were looking for something simpler. Though they loved our thought process, they actually wanted a minimalist approach in terms of  execution. They were expecting impactful, abstract logos that could be interpreted differently by different people. And so began round 2 (didn’t we always say design is an iterative process!) We came back with a new set of options which held ‘the one’!


Bingo! The final option and why it was chosen

The two teams froze on one powerful logo that lent voice to the brand’s positioning. With a few changes in alignment and the color palette, roofandfloor now had its brand new logo. There were a few core reasons why this logo was chosen:

  • Clever placement: The ‘r’ formed the door frame while the ‘f’ was highlighted through the use of negative space
  • Cool colors: Shades of blue were chosen, as the color stands for loyalty, stability, and honesty – plus it didn’t hurt that it’s easy on the eye
  • Clean font: A contemporary, sans serif font gave the brand its edge. It portrayed the brand as one that adapts to new times even though it belonged to a heritage group like The Hindu


The complete look

Pink Lemonade was proud to take the brand identity further with stationery that stayed true to the essence of the brand. We branded their envelopes, letterheads, and visiting cards. We retained the legacy that the brand was backed up through text –  ‘A part of The Hindu Group’.

Eternal and Classy — Brand SRK

Undoubtedly one of the biggest movie stars in the world, Shah Rukh Khan has been charming everyone with his good looks and wit, making him India’s most sought-after actor and brand ambassador. Labelled “Brand SRK”, Shah Rukh Khan’s tryst with advertising started in 1988 for ‘Liberty Shoes’ and has had a dream run ever since.

As King Khan turns 50 today, let’s take a look at some of his most memorable ads.


Shah Rukh Khan’s association with Pepsi goes a long way but this ad with Sachin Tendulkar is probably the first time an Indian cricketer and movie star were featured together in a commercial.

Tag Heuer:

In 2003, Tag Heuer signed a 3-year deal with Shah Rukh Khan, who was also the first-ever Indian brand ambassador for the brand. With a 40% growth rate in India, Tag Heuer renewed the contract thrice with the ‘Badshah’.tag


Hindustan Unilever Limited celebrated 75 years of Lux with an ad featuring Shah Rukh Khan, who was the first male to endorse the brand along with a leading lady of Bollywood from every generation. This star-studded ad was a huge success, and till today remains one of the most memorable ads for the brand.


Pepsodent’s ‘Pappu aur Papa’ campaign successfully communicated the importance of brushing to kids. Known to be a doting father, Shah Rukh Khan plays the role with ease.


Frooti hit the bull’s eye while revamping their brand image with Shah Rukh Khan, the pet bottle, football, and European music. Without the need for a mouthful of dialogues, the ad makes us drool by capturing the feel of relishing Frooti through human emotions and expressions.

Anupama Chopra once said that Shah Rukh Khan is an “ever present star”, with two to three films and commercials running throughout the year. Considering the number of brands he endorses, his brand value has not dipped in decades and Shah Rukh Khan continues to be one of the industry’s most popular choices.

On average, viewers read only 28% of displayed text



No matter how briefly you glanced at the above infographic, your brain has already registered 90% of what you just saw! Such is the power of infographics. This is because our brain quickly grasps complicated data when simplified and shown visually.

Here’s how to do it best:


Use crisp copy + icons
Grab attention 


Stick to 3 color palettes
Easy on the eye



Out information
Avoid clutter


Use call-outs
Highlight vital facts



believes that great infographics get right to the point and grab eyeballs. Come on over to discuss how you too can use this effective tool and market your brand the right way.



Ever wondered what’s the secret to a company’s unforgettable tagline?
Well, we’re here to unravel that mystery with these 6 tricks!


Cut it short
Taglines are meant to make an instant connect as soon as someone hears of your brand or sees your logo. Avoid long sentences that go beyond the gist of your company – you have your website for that.




Make it speak
Get your tagline to speak about what your brand has to offer. Highlight the end-benefit and not your product, because people relate better with what change you can make to their lives.




Brand it fresh
If it stands apart from the rest, chances are it’ll have greater recall. Steer clear of clichéd taglines and the very first idea that pops in your head. Think out-of-the-box and soon you’ll have the town abuzz!




Make it punchy
Any tagline with a nice ring to it sticks in the mind. If you want to up your game in the market, find out your competition’s tagline and ace it with a punchy tagline of your own.



heart_plGive it heart
Let your tagline be an extension of your brand identity. Keep in mind your brand’s story and the values it abides by. After all, taglines are the closest words to the brand name.




break_plBreak it down
Even though you’ve carefully spelled out the target group for your brand, there’s no harm in reaching out to others. Use simple and universally accepted words instead of complicated jargon that only target industry-specific people.



Think our tips do the trick for you? We have a lot more where this came from! Stop by our office and let us give your brand a voice with logos, brand names, taglines, and much more!

Call Roshnee +91 98450 38373 (or) Tina +91 98450 00342

‘Floor’ Your Employees With The Right Internal Communications



Tip 1 – Go digital

It’s time to go digital with your employees! Besides saving you print costs, interactive, animated mailers create an impact and engage your employees better. Set up an internal social channel and run weekly contests to build up your activity stream on social media. Once you have a thriving internal social platform, you’ve got a captive audience right there!

tunerightTip 2 – Tune it right

Opt for company radio and explore a whole new medium of interacting with your employees. Broadcast talk shows, song requests, quizzes, and more. Give your organization a voice and employees another reason to rejoice. What’s more, this can be done with a custom RJ only for your brand!



Tip 3 – Brand it new

Ever thought of extending the feel of your organization to office stationery? Bring your brand alive through notebooks, calendars, stickers, water bottles, and pens. Whether at their workstations or otherwise, you will find employees flaunting the company spirit with pride!


floorthemTip 4 – Floor them

If you’ve already done up your walls, here’s another option to spruce up the workplace. Use creative, striking floor stickers to deliver messages which employees can quickly absorb while moving around. Ever run a teaser campaign using floor stickers? If not, start now!


workbottomsupTip 5 – Work bottom-up

Why not turn the tables on communication flow? Install suggestion boxes or bulletin boards around the office for employees to voice their concerns and ideas. Crowdsource for your internal initiatives and hear fresh ideas all the time!


At Pink Lemonade, we’re always suggesting out-of-the-box initiatives to make maximum impact. Come on over to discuss how we can keep your internal communications going!

Call Roshnee +91 98450 38373 (or) Tina +91 98450 00342

 Hitting the sweet spot


You seldom get another chance to make the right first impression and Divine chocolate doesn’t need one. Perfectly pitched to stand out from the crowd, the packaging demands attention with bold, vivid colors and uncommon design elements.

Read on to see why we think the packaging hits all the right notes.


In step with the trend, but pushing the envelope as far as food packaging goes, is the liberal use of neon colors. The use of a jet black background as contrast enhances their pop appeal, while matte gold helps keep the balance. Taking center stage is the logo, embossed and stylized in bright gold to emphasize the subtext of luxury and indulgence that chocolates evoke.

Neon colors also assist customers to quickly identify their favorite flavors as each color is associated with a specific flavor. For example, hot pink with raspberry and eco green with mint.


Staying clear of images of ingredients and swirls of chocolate, the Divine chocolate wrapper is peppered with attractive design elements. What seem to be just graphic representations at first glance are actually popular West African Adinkra symbols. Cleverly incorporated to point to the origin of the chocolate — Ghana, where some of the best cocoa comes from — they also draw in the well-informed.

Flip the wrapper over for a small explanation about the symbol and what it denotes. It’s little details like this that help elevate the packaging to the next level.

Brand story

Each Divine bar unveils the ‘heart’ of the company with an introduction to the Kuapa Kokoo cocoa farmers who own 45% of the Fairtrade chocolate company. The fact that each bar is a labor of love is reinforced with either a heart-warming story of one of the farmers or a great recipe on the inside of the wrapper — an element that not only eggs the buyer to buy more but also start a collection.

In the real world, the idiom ‘don’t judge a book by its cover’ has been proven untrue time and again. For us, who had no prior knowledge of Divine, a ‘good cover’ is what drove us to pick it up from the shelf. And of course, a good product inside does help too.

Humour in real life


 (Text version below)

Humour in real life

She writes to make people laugh but beneath her humour lies social commentary. Pink Lemonade catches up with Itisha Peerbhoy to discover more about her latest book Half Love Half Arranged and writing mantra.

  1. Tell us about Half Love Half Arranged.
    Half Love Half Arranged is a funny take on Indian society and how people pressure women for marriage. It is a reflection of crazy relatives and friendships.
  2. When and why did you first think of writing this book?
    The activity began a few years ago following an argument with my former boss and friend who said men wrote better love stories. We challenged each other to write a short story. I set out to write a book that was uplifting, relatable, and aspirational. I began writing and it turned into a novel. However, my friend is yet to pen his (laughs).
  3. What was the thought behind calling it Half Love Half Arranged?
    I realised women have a problem admitting to their arranged marriages. The general perception is that an arranged marriage is old-fashioned. They usually call it ‘part love, part arranged’ and that triggered the name.
  4. How much of the book is influenced by real-life incidents?
    It’s all real. The incidents reflect the Delhi mindset I saw during my vacations. In contrast to Mumbai where I grew up, girls in Delhi are constantly evaluated. Fat, dark, and short girls are given unsolicited advice by one and all to compromise and settle for unsuitable grooms.
  5. Is the book female-centric?
    Not at all. But the pink colour on its cover seems to give that impression. In fact, I have more men writing to me to say how much they enjoyed reading it. It’s a book that will appeal to anybody who enjoys a good laugh.
  6. You are also a business storyteller. Is fiction writing different?
    There are supposedly only four kinds of stories to tell. In the case of business storytelling and fiction writing, the technicalities are the same. They use insight and search for pain points to convey their messages through distinct voices. In both approaches, you need to be empathetic and close to your subject. While they deal with different kinds of facts, their techniques are the same. Like fiction, business storytelling is also full of drama – what with cut-throat competition and dissatisfied customers.
  7. What are your storytelling tips?
    Find a distinct voice, be true, and don’t follow a genre because it’s popular. Reflect reality as you see it. Don’t be afraid to get into details – the big picture is overrated.
  8. What next?
    World domination (laughs). I am working on two more novels and they should be out next year. You can look forward to a lot of humour. I have realized that nothing is so big that it can’t be laughed off.

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