CMS is India’s biggest cash management company. Under a new leadership, it moved from being a part of a family-owned group to becoming a category growth driver.

While it changed as a company, the brand continued to hold on to legacy imagery and associations. It needed to refresh itself, to not just reflect its current truth, but to also align itself to the fast-changing world of money & transactions.

Helping a category leader claim share of future.

We realised that the brand had to be a window to the finesse and almost lyrical way in which the desserts were created. With Toshin as the master creator.

Automotive printing is a highly specialised industry and SJS, a home-grown company had rapidly built expertise to become one of the leading companies in the space. It counts global and domestic auto majors as its clients and has been steadily transitioning into a global major. As it stepped on the global stage, it needed the brand to present its strengths in a new light.

Making world-class look world-class

We used the logo as a canvas to convey the material and colour expertise of SJS, making it a dynamic identity that played with textures and colours.

The space became the perfect canvas to bring alive the visual identity of the brand. We created a playful and optimistic world, underlining the design finesse of the organisation. 

We created a communication campaign to capture the spirit that turned a fledgling enterprise into a world-class organisation.

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A gift is an emotion wrapped around an object. But what if the object is actually designed to capture the emotion? Won’t it become the most precious gift ever given and received? Creating a gifting brand like no other.

The world's most precious library.

Unsaid Library

We named it ‘Unsaid Library’- a place that helps people express the unexpressed.

Packaging is the site of magic for a gifting brand.

The pack had to make the gift
feel personal, not something bought off-the-shelf.

The packaging design was inspired by a book. To cue that this is valuable for what it says.

The unboxing experience was designed to let a personal note lead the discovery of the inset piece of jewellery.

Imagined as a gallery meets modern luxury retail, the first Unsaid Library opened in Antwerp, Belgium.

True to brand, the store has a personalisation section, with a writing desk and a stack of postcards to write all that needs to be said.

Unsaid Library is a chronicler of human relationships.

A world of soft, warm colours that evoke sensitivity and sophistication. Highly intimate portraits to bring alive the rich tapestry of emotions. The brand world thus transports people to a place where cherished relationships live.