Jugnoo | stuti-kamboj

Design Brief

The brief primarily revolves around Jugnoo’s rebranding & enhancement of the brand’s experience design

About the Client

-- Design Process --

1 Client Brief

Understanding client

and their brief-

Design proposal

2 Secondary Research

About Jugnoo

Rebranding Case Studies

Competitor Study

Benchmarking

3

Primary Research

Interview- Co-Founders

Interview- Design Team

Survey

Facebook Analytics

Rebranding- Introduction & Significance

5 Design Iteration

Persona

Designing the Logo

Mindmapping, moodboarding, Form explorations, Typeface Explorations, Colour Explorations, Final Logo

4 Design Considerations

Design Considerations for Jugnoo’s Rebranding Drive based on

Primary & Secondary Research

Designing the Identity System

Favicon, Illustration Style & Visual Treatment, Mobile App Screen Design, Brand Promise, Brand Personality, Brand Mission, Brand Story, Colour Palette, Iconography, Typography, Branding Applications

-- Rebranding Case Studies --

-- Competitors --

Use of colours like yellow & green as primary colour palette.

Apps with an intent to capture national and international market & go beyond the transport vertical like OLA, Uber, experimented with the colour palette.

Also add on functionalities like pool, multiple vehicle bookings, advance bookings etc.

-- Benchmarking --

-- Interview | Co-Founders --

-- Interview | Design Team --

- Objective -

To understand design team's perspective on the current design scheme.

- Sub- Objective -

To understand the problems that they are facing at different levels due to current brand identity.

To understand & map their expectations from the new branding.

- Design Team Jugnoo -

Surbhi Mahendru | Vishal Dutt | Megha Gupta | Sandeep Singh

- Key Points -

A brand story missing; which creates blocker while packaging marketing messages.

Lack of balance (visual equilibrium) in the current logo.

Thin font in logo typeface creating legibility issues across different sizes and mediums.

Too many individual elements with absence of harmony leading to lack of unity in design.

Lack of colour palette in current branding.

-- Survey Design --

-- Facebook Analytics | Key Points --

Most of the people (more than 90%) using Jugnoo app are android based users. In Indian scenario iphone is still not that commonly used (though it is aspired by many) and has a brand personality of being a niche product. One of the reasons for the same could be attributed to it's expensive pricing. This gives a hint that Jugnoo's target market is price sensitive.

65% of the people were under the age of 35 yrs. This helps conclude the majority user base of Jugnoo is youth.

Female commuters being half as compared to male shows lesser females prefer Jugnoo. This could be possibly due to several reasons like security, comfort etc.

People are more inclined towards youth brands.

More than 78% people knew English.

More than 65% of the people are unmarried. In India, people usually get married by 30 yrs of age. This could be indicative of major target user being under 30.