The Mudra Group on August 28 unveiled Water, its brand strategy and design consultancy. Water will operate in the domain of high end consulting and offer services in the entire branding value chain – brand strategy, identity design and experience design.
Commenting on Water’s launch, Madhukar Kamath, MD & CEO, Mudra Group, said, “Brands are valuable assets to companies, and design plays a fundamental role in the creation of enduring brands. Water will enable our clients to use the immense power of good design to build competitive advantages. We have put together a great team led by Ashish Mishra and have a clear direction for the company, which will be officially launched on September 1 in Mumbai.”
Kamath further said, “If we go by the fee that accounts for the branding spectrum across India, it is currently upwards of Rs 100 crore. With Water, we look forward to having a significant share in the cultural branding industry by giving our expertise to clients from varied sectors such as banking, packaged foods, finance, entertainment media, and real estate.”
Introducing the team, Ashish Mishra, Business Head & Chief Strategist, Water, said, “In this era of brand makeovers, a successful brand creation or turnaround entails much more than just a wardrobe upgrade. Lack of cohesion across multi-sensorial expressions is a significant need gap in the market. Which is why the Water team comprises an absolutely unique resource pool that includes Pradeep Debnath, Senior Designer-Brand Identity and graphic design expert; Utpal Barve, Senior Designer and a design expert and filmmaker; Harpavan Singh, Designer, a new media expert; and Rohitash Srivastava, Strategist, and culture expert. We aim to deliver integrated strategy and design solutions to our clients that create and unlock brand value through powerful brand experiences.”
On the reason for choosing the name ‘Water’, Mishra explained, “Water signifies purity, clarity of thought, rejuvenation, honest practices and transparent processes. It takes the shape of whatever one puts it in; like the best brands become one with the consumer. Most of all, it is the biggest life giver. Good design, too, plays the role of a life giver to enduring brands. Water’s belief is that brands that operate at a cultural level achieve iconic status. Crafting the brand’s identity, therefore, warrants understanding the historic cultural imprint as well as cultural tensions borne out of social change. Cultural imprint defines the design codes for a brand and tensions help create a brand’s opinion. This opinion gets interpreted as design pillars at conceptual, visual, relational and functional levels helping build valuable brands.”
Sources close to the development have disclosed to exchange4media that Union Bank of India is the first client of Water, as the Bank is undergoing a complete transformation tat involves change in it corporate identity and a new logo that would magnify its new corporate vision and the way forward.