Brand Identity Refresh Proposal

Added Jul 2026 3 design docs

Suraj Sweets has sold mithai from the same corner of Johari Bazaar in Jaipur since 1987, and it shows. Three different versions of the logo appear on the signboard, the sweet boxes, and the delivery-app thumbnail. The boxes are printed in whatever colours the local press had in stock that month. The shop is trusted and busy during Diwali, and almost invisible the rest of the year to anyone under thirty, because the gifting customers it used to own have quietly moved to newer dessert brands with tighter, more photogenic identities.

The intern builds a complete brand identity refresh proposal for this shop and argues for it the way a consultant would. The work begins with a scored audit of fourteen customer-facing touchpoints and a perception survey of sixty respondents run through google-forms, then moves into a competitor identity matrix, a written positioning statement, three logo directions designed in canva with one taken to final, a full colour and typography system, eight applied mockups shown as a before-and-after board, and a client-facing pitch deck built in powerpoint that ends with a ninety-day rollout plan and a print budget.

Completing the project teaches the intern the part of branding that recruiters actually test for, which is not whether you can draw a nice logo but whether you can defend one. Diagnosis before design, evidence before opinion, and a rollout plan that respects a family business's budget and sentiment are the habits that separate a brand strategist from a template user, and the finished proposal is a portfolio artefact that demonstrates all three.

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