Client
Molygraph
Services
Brand Strategy
Brand Identity
Communication
Packaging
Website
Exhibition Design
Rebranding a leading Indian specialty lubricants brand to align with its new direction and give it a dynamic, scalable and global refresh.
Challenge :
With decades of experience in the industry, Molygraph, a specialty lubricants brand, had become a key player in the Indian market. However, its organically evolving identity led to challenges in brand communication, recall, and consistency, affecting overall perception. To compete globally and align with its upgraded systems, expanded R&D, and growing global presence, Molygraph needed a refreshed brand identity. Our challenge was to elevate market perception by positioning this well-established Indian brand as a prominent global player, enabling it to compete effectively on the international stage.
Solution :
Our collaboration with Molygraph gave a transformative shift in brand thinking, propelling the brand to compete among the top players in the global stage. This strategic evolution not only distinguished the brand but also spurred innovation across internal and client-facing fronts. The process resulted in a significant uplift in market perception, both domestically and internationally, leading to increased market penetration. It also strengthened brand recall and reliability, supported by scalable systems designed to facilitate future growth.
Rebranding a leading Indian specialty lubricants brand to align with its new direction and give it a dynamic, scalable and global refresh.
Challenge :
With decades of experience in the industry, Molygraph, a specialty lubricants brand, had become a key player in the Indian market. However, its organically evolving identity led to challenges in brand communication, recall, and consistency, affecting overall perception. To compete globally and align with its upgraded systems, expanded R&D, and growing global presence, Molygraph needed a refreshed brand identity. Our challenge was to elevate market perception by positioning this well-established Indian brand as a prominent global player, enabling it to compete effectively on the international stage.
Solution :
Our collaboration with Molygraph gave a transformative shift in brand thinking, propelling the brand to compete among the top players in the global stage. This strategic evolution not only distinguished the brand but also spurred innovation across internal and client-facing fronts. The process resulted in a significant uplift in market perception, both domestically and internationally, leading to increased market penetration. It also strengthened brand recall and reliability, supported by scalable systems designed to facilitate future growth.
Client
Molygraph
Services
Brand Strategy
Brand Identity
Communication
Packaging
Website
Exhibition Design
(BRAND STRATEGY)
We worked closely with Molygraph’s core team to redefine its purpose, positioning, voice, and identity, aligning with its new direction to enhance brand recognition and impact.
Leveraging insights from Molygraph’s history and vision, we developed a strategy focused on its core strength: delivering the most efficient solutions and the cost-to-performance ratio. This required relentless innovation and a sharp focus on efficiency. By emphasising these pillars, the statement "Accelerating Industrial Performances with the Most Efficient Lubrication Solution" positioned Molygraph as an industry pioneer, supporting its global expansion and heightened market impact.
Leveraging insights from Molygraph’s history and vision, we developed a strategy focused on its core strength: delivering the most efficient solutions and the cost-to-performance ratio. This required relentless innovation and a sharp focus on efficiency. By emphasising these pillars, the statement "Accelerating Industrial Performances with the Most Efficient Lubrication Solution" positioned Molygraph as an industry pioneer, supporting its global expansion and heightened market impact.
(BRAND IDENTITY)
The refreshed identity for Molygraph captures the brand's efficiency and agility, injecting it with energy, character, and global allure. The distinctive typographic identity, characterized by italicized letter forms, skillfully conveys a sense of forward and accelerated motion. The 'M' serves as a flexible yet consistent brand marker, symbolizing the brand's dynamic nature.
(BRAND LANGUAGE)
The vibrant orange and black colour scheme creates a striking contrast, highlighting Molygraph's agile, professional, and forward-moving nature. Sharp-edged design elements influenced by typography reinforce this dynamic image.
Spanning across collaterals, the brand system balances functionality and aesthetics. Prioritizing user-centricity, we ensure customers quickly grasp essential information. This approach extends across every detail, ensuring coherence and effectiveness across all communication channels.
Spanning across collaterals, the brand system balances functionality and aesthetics. Prioritizing user-centricity, we ensure customers quickly grasp essential information. This approach extends across every detail, ensuring coherence and effectiveness across all communication channels.
Scalable System
(PACKAGING)
The development of a labelling system played a critical role in the packaging process. Our labelling system was designed as a systematic, scalable, and sustainable framework, catering to variations across sizes and combinations. Through detailed analysis, we optimized grouping systems, enhancing user accessibility to key information. A pivotal outcome was the creation of design templates integrated with the SAP system, streamlining label generation for the internal team. This time-saving solution enhanced production efficiency and automated processes, while maintaining a strong design impact throughout Molygraph's product line.
(WEBSITE)
Extending the ethos of efficiency, we tailored the user experience of Molygraph's website, ensuring users access the most relevant information effortlessly. The 'Product Finder' streamlines navigation, enabling users to effortlessly find products through refined filtering categories. Additionally, the 'Industry' Interface is meticulously organized to strategically provide users with seamless access to pertinent case studies and key products. Our aim was to enrich the user experience by delivering valuable insights and tailored recommendations.
(TestiMONIAL)
“Molygraph has been working with Empirici for close to 3 years now. When we decided to focus on a complete rebranding, our first choice was Empirici due to the excellent work ethic.
We have been delighted with the way the entire project has come through in terms of communicating Molygraph’s unique global brand identity which has been appreciated by not only our customers, but also our competitors.
Empirici have been professional throughout and bring in an unprecedented attention to detail which is their main value proposition. Working with the team has been a great experience in bringing our shared vision to life.”
We have been delighted with the way the entire project has come through in terms of communicating Molygraph’s unique global brand identity which has been appreciated by not only our customers, but also our competitors.
Empirici have been professional throughout and bring in an unprecedented attention to detail which is their main value proposition. Working with the team has been a great experience in bringing our shared vision to life.”
SIDDHARTH SHAH
DIRECTOR
EMPIRICI TEAM
Isha Vora (Lead)
Athen Puthiyangath
Harshita Bhargava
Shailly Maheshwari
Nivethitha Anand
Samruddhi Godbole
Navami Natraj
Simran Satija
EMPIRICI TEAM
Isha Vora
Athen Puthiyangath (Lead)
Harshita Bhargava
Shailly Maheshwari
Nivethitha Anand
Samruddhi Godbole
Navami Natraj
Simran Satija
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Amardeep Design
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