Brewing a World of Coffee

At Pink Lemonade, coffee is what keeps us running. So when Tata Coffee came to us for their new project, we filled our mugs to the brim and got to work.

The clear brief

Tata Coffee was participating in the India International Coffee Festival 2016 and wanted us to design their stall. The brief was fairly clear – a theme emphasizing coffee’s arrival to Coorg was to be translated into a clutter-breaking stall design. From coffee’s legacy in Coorg and the Kodava culture to the brand and its offerings, the design had to encapsulate it all.

Many cups of coffee = one brilliant concept

The creative minds cracked their brains. An extensive brainstorming session followed on the different elements the stall must have and how best to incorporate them. Our eureka moment came straight from the essence of the brand – coffee. We made coffee beans our central inspiration. The store’s components, including the entrance door and interiors resonated with this idea too.

many cups of coffee

The filter method

We presented the clients with different approaches to storytelling – narrative, factual, and conversational. We were thrilled when the Tata team went with the idea of a classy and suave narrative. Design wise, our first drafts turned out to be exactly what the client had in mind!

Sorting the space

The challenge that loomed was the limited space in which we had to execute our coffee ideas. We kept the principles of ergonomics in mind to utilize the stall to its maximum. Putting ourselves in the shoes of the visitors, we ensured that the installations allowed for free movement, brand visibility, and functionality.

The essential ingredients

A huge cup, carrying Tata’s branding, was placed on the top to make it visible even from a distance. Six panels with eye-catching photographs and supporting narrative copy composed the backdrops. We dedicated each panel to a chapter in coffee’s journey and it association with the brand. Cup-shaped tables were placed to display the plethora of products while the new products were highlighted on the shelves.

essential ingredients

Blending it right

Inspired by the color of coffee, brown flooring merged seamlessly with the walls and furniture. White color contributed to the simple yet sophisticated look, making the space appear open. The material selection was crucial, and we went with acrylic. This made people see through the walls and catch a glimpse, triggering enough curiosity to step inside.

The perfect cup

We stayed true to the brand’s value and Tata Coffee appreciated how we saw the whole idea to fruition.  The theme, the designs, and the story were well-received by those who visited the stall – adding to the many success stories we’ve helped brands realize. It only went to portray how much we love a challenge and our interest for many more conquests!


Are you geared up for a brand revamp?


Evaluate your vision

A brand revamp is more than just a logo redesign. Ask yourself – who are you as a company now? What do you want to be perceived as in the future? Does the new brand answer these questions? If this is unclear, rebranding simply becomes an unnecessary expense.

Ensure continuity in brand

Your current brand, however long you’ve relied on it, has connected with your customers. Don’t discard this connection. Retain some part of your old logo (a colour, font type, or design elements of the logo) to keep the connect with your customers alive.

Ascertain relevance of brand

A brand is only relevant when it meets the needs of its customers. Will rebranding fill this gap and give you a competitive edge? If so, bring out your growth story to assure customers you’re listening to them. Start with your logo and tagline. Then follow it up with stationery, website, brochures, proposals, and more.

Spread the word

Tell the world about your big change before unravelling the new you. Use all the tools at your disposal. Social media channels and, most importantly, your employees are very powerful means of communication.

Revisit strategies after launch

Rebranding in itself is not the end of the project. Several organizations reverted to their old look because rebranding couldn’t convey the story strongly enough. Continue to collect and address feedback from clients and other stakeholders after the change. Revisit your plans and tweak them whenever required.


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

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