Rebranding : Corner House
Corner House a three decade old ice cream parlor in Bangalore is the pride of every Bangalorean even today. The brand stands for a simplistic vintage experience along with great humility and pride in its long and legendary history. The brand is invinting and warm with an elegant sense of homeliness.
 
As a part of a workshop in college - I worked on rebranding this chain. At the end of a two week course, a new logo, set of collaterals and a brand manual was submitted. Since it was a client project, on-field research and analysis along with moodboards were a major part of the learning process.
 
My aim was to bring about a level of consistency in the brand along with a vintage and nostalgic feel to it.
Moodboard : Vintage , nostalgic, approachable and friendly were the keywords that I aimed at following through the process of branding. Corner House as brand had a history that I wanted to remain connected to. This mood board being my first step into the process and also my inspiration for the rest of it. Hence it aims at illustrating visually my idea of having the brand name synonymous to modern vintage style as it was to connect to the younger generation of college goers and students. Along with the vintage feel I wanted the fun element to stay intact and hence the choice of images and typography for the moodboard. Also, corner house has a very personal experience and story about it for every customer and hence an idea of hand made typography made sense for it. 
A few intial set of iterations where I was trying to play around with type and forms. These didn't quite work out till the end because none of them I thought portrayed the idea of vintage and the feeling of fun and nostalgia simultaneously. 
These iterations were a little closer to my final outcome - one of them was a final iteration option as well. They worked for me somehwere because - the feeling of classy, vintage and fun came across stronger than the ones before. 
Initial Sketches
Digital iterations
Digital Iterations
Logo in Color
Logo in Grayscale

The secondary font in the logo is called Novita Nova Regular. 
Another supporting font has been used for the brand in collaterals and other merchandise which is Gill Sans Condensed.
A set of collaterals including business card, packaging, in-house posters and clothing for staff to build the final consistent identity.
Pins
In House Posters
Packaging
T-shirts for staff 
Rebranding : Corner House
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Rebranding : Corner House

A rebranding project for Bangalore's legendary ice cream parlour. The final product was a new logo with a completely different identity and a vin Read More
33
664
0
Published: