5 Creative Ways Indian Businesses Can Repurpose Their Old Brand Assets

Revitalizing Traditions: 5 Creative Ways Indian Businesses Can Repurpose Their Old Brand Assets

India, a nation renowned for its rich cultural heritage and history, has been a home for several businesses since 1993. Cpluz, as one of India's earliest design and development companies, understands the considerable value of brand assets over time. Rebranding or introducing new brand assets is often synonymous with capturing the essence of ever-evolving consumer preferences. However, instead of discarding old brand assets, many Indian businesses are taking a strategic path of repurposing them.

Exploring the Art of Repurposing Old Brand Assets

Repurposing old brand assets allows businesses to make the most of what they already possess. This approach not only reduces expenses but also helps to maintain continuity and a sense of tradition, which greatly resonates with the Indian audience. Here, we delve into five innovative strategies to repurpose old brand assets, which can help Indian businesses reconnect with their past and the evolving tastes of the modern consumer.

1. Refreshing Brand Logos

Over the years, brand logos undergo multiple changes to keep up with evolving design trends and consumer preferences. Instead of retiring old logos, businesses can channel them into secondary identity packages or interpretations for specific product lines. For instance, consider rearranging the elements of the original logo, changing its colors, or tuning it into a wordmark and letterform compass.

• The famous telecom network BSNL retained its old logo while incorporating modern design elements, resulting in a contemporary interpretation that stayed true to its roots.
• Similarly, the Hindustan Unilever Ltd.'s (HUL) Lux soap had an updated logo in 2011 that re-imagined its classic 1930s logo, sending the message that it had a timeless appeal.

2. Leveraging Vintage Advertising

Vintage advertisements are a reflection of the branding efforts from the past. With the musing interests in vintage, Indian businesses can quite effectively reuse them by incorporating them into contemporary campaigns or social media promotions. This sentimental approach creates an instant emotional connection between the brand and its consumers. Furthermore, it presents a golden opportunity to re-educate the audience about a brand's history and evolution.

• Car brand, Maruti Suzuki, leveraged vintage advertisements to create short, informative campaigns and to drive brand awareness during their #MarutiMonsters campaign.
• Similarly, food brand, Haldiram's, utilized vintage advertising materials to launch its international presence and connect with the global audience.

3. Redesigning Brand Stationery

Considering the calculative and analytical mindset of customers, it's easy to overlook the emotional influence of brand stationery. Nonetheless, a business's stationery has been, and will continue to be, a reflection of their brand's personality and authenticity. Instead of completely changing their outlook, businesses can subtly alter the style, tone, and imagery of their stationery to revitalize their brand.

• The Indian Railway Catering and Tourism Corporation Limited (IRCTC) revamped their branding, and one of their primary areas of focus was their stationery. The relaunch featured new letterheads, envelopes, file folders, and other essential office supplies.
• Airtel's remarkable re-vamp included refreshing its brand stationery by infusing bold colors, captivating imagery, and the optimally updated fonts, thereby re-establishing its iconic status.

4. Repurposing Brand Packaging

Revamping packaging is an exciting step for any business, especially for Indian companies that cherish tradition. Upgrading or revamping the packaging of a product line can lead to a change in the brand's identity. However, old packaging designs can still be repurposed as part of the revised branding or for limited edition collections. This process ensures the business remains consistent while adapting to consumer preferences;

• The towering confectionery giant, Parle,'s Journey included revamping the iconic Parle-G biscuit packaging. Keeping the good times alive, they reused the nostalgic aspects while adjusting the overall layout, thereby capturing the attention of the next generation of consumers.
• Maggi, Nestle's popular instant noodles, added tremendous value by repurposing its iconic packaging for the relaunched 'Maggie 2-Minute Noodles' campaign and social media promotions.

5. Reimagining the Website

A business's website has become the primary medium of interaction between brands and consumers today. Since it serves as an interface, repurposing the old website design comes with its advantages. Rather than a complete makeover, a subtle update is all that's necessary. It helps to maintain a consistent brand image while infusing a resurgent spirit of innovation.

• The historic Royal Enfield levers its new website towards a more simplistic, user-friendly interface, where insights into its history are blended with modern features, thus making it a perfect reflection of the brand's rebirth.
• Kirloskar Pneumatic Company's comprehensive revamp of its corporate website showcases its commitment towards modernization and trust, reasserting its goodwill as a benevolent leader.

Repurposing Brand Assets: Unlocking the Past

Repurposing old brand assets opens up a wealth of creative, modern opportunities for Indian businesses. While it is feasible that old assets can become obsolete, with a little bit of redesign and reinterpretation, they can become authentic statements of tradition in a modern context. As seen in the examples above, these repurposed assets have proven to reignite considerable interest in brands, intensify brand awareness, and authentically differentiate them from their competitors.

The Drive to Connect

Brand assets stand as symbols of history, representing the evolution and learning curve a business has gone through over time. By breathing new life into these elements, Indian businesses can support the core idea of creating meaningful brand-consumer connections – an emphasis Cpluz, as a 3-decade-old brand-identity company, holds at its core. Our belief is that by repurposing one's old assets and sending the right signals, it's possible to encapsulate the heart and soul of a brand, infusing a chance for it to grow and evolve harmoniously.

Contact Cpluz at info@cpluz.com or visit cpluz.com for more assistance in brand revitalization and forging meaningful connections with consumers.