Brand Book
Punjab Sind Premium Dairy
Punjab Sind Brand Book Punjab Sind Premium Dairy P1

Brand
Book
TOC
Intent
Brand
Foundation
Brand Story
Brand Positioning
Brand Ambition
Vision
Mission
Values
Brand DNA
Brand Principles
Target Consumers
Creative
Direction
Creative Essence
Creative Attributes
Creative
Assets
Creative Essence
Identity
Brand Line
Typography
Colour Palette
Applied Design
Photography
Illustration Style
Brand
Messaging
Personality & Tone
Story Telling Strategy
Brand
Summary
Brand Summary
Punjab Sind Brand Book Punjab Sind Premium Dairy P2

Intent
Punjab Sind Brand Book Punjab Sind Premium Dairy P3
These guidelines
are designed to keep
our brand strong
and consistent.

Punjab Sind Brand Book Punjab Sind Premium Dairy P4
BRAND
FOUNDATION

India is a country where milk is a symbol of
purity, and since its humble inception in 1969
Punjab Sind has consistently upheld this value.
What began as one man's journey to Bombay to
sell the best, handmade Paneer, is today an
empire of every dairy product one can think of!
Focusing on quality and hygiene, Punjab Sind
embodies the best of international practices in
terms of production infrastructure and process
compliance. Built on the shoulders of
employees who have been a part of this
inclusive family for over two decades, there is a
unique taste of love in every bite of a Punjab
Sind dairy product. Sporting a 21st century
outlook, Research & Development is a core
pillar to ensure the best of nutrients reach you
in the safest of processes. Amidst all these
changes, we are proud to say that the Punjab
Sind legacy of 100% pure milk guaranteed has
stayed the same!
Brand Story
Punjab Sind Brand Book Punjab Sind Premium Dairy P5

Brand Positioning
Punjab Sind Brand Book Punjab Sind Premium Dairy P6
Loaded with goodness

To honour the legacy of
100% pure milk through
all years of growth and
operation
Brand Ambition - Why we exist
Punjab Sind Brand Book Punjab Sind Premium Dairy P7

Mission - What we do & aim for
At Punjab Sind our mission is to provide
premium quality dairy & dairy-based
products, which are manufactured and
distributed through the most hygienic,
automated processes to you, our
consumer. We also guarantee 100%
purity of dairy products to ensure your
health and well-being.
Punjab Sind Brand Book Punjab Sind Premium Dairy P8

Values - What we stand for
Punjab Sind Brand Book Punjab Sind Premium Dairy P9
Values we embody
Community
Commit to a culture that builds a
vibrant community
Creativity
Foster creativity to inspire innovation,
which aids better life
Conciousness
Live with awareness and consciousness
of the impact of our choices

Brand DNA - Our Approach
Our DNA is the foundation for brand related
decision making. We have taken our brand essence
is the standard of sustainability esssence & strengths
and dimensionalised Punjab Sind into three
guiding principles
Punjab Sind Brand Book Punjab Sind Premium Dairy P10

Brand DNA - Our Approach
Say hello to the
brand that takes
its cues directly
from nature. The
brand that stands
for authenticity &
transparency
Punjab Sind Brand Book Punjab Sind Premium Dairy P11
Sustainability
01.
We take care of nature, which enable us to deliver results
Authenticity
02.
We put our consumers at the hearof what we do
Transparency
03.
Environment, the future and the actions that shape the global community

The guiding
principles help us to
understand and define
opportunities with
our consumers.
Punjab Sind Brand Book Punjab Sind Premium Dairy P12
Target Consumers - Brand Principles

Target Consumers - The Punjab Sind people
We are talking to a group of social conscious
people that care about health & well-being.
They love to talk and share their passion for
such cause. At their core, they are a passionate
people who belive in the power of people to
change the world.
Punjab Sind Brand Book Punjab Sind Premium Dairy P13

Target Consumers - Riya Khanna
Punjab Sind Brand Book Punjab Sind Premium Dairy P14
Meet Riya
Personality Traits
Interest & Hobbies
Riya
The Outdoor Adventurer
Marketing Excecutive
Female 25
Mumbai
Graduated
Yearly Income 12 lacs
Single, No Kids
She love practicing yoga everyday. Occasionally she enjoys trekking
& consuming healthy organic food, further more she enjoys drawing
and painting natural objects
Values
Progressive mindset, great appreciation for value of tradition, care
for every life be it plant, animal & human life
Pain Point & Solution
Pain Point
Idealistic and passionate, Riya is always trying to do the right thing.
She is seeking her online eco-tribe that shares the same value and
goals as her.
Solution
Authentic, Sustainable and shareable. Wants to feel assured that
she’s supporting brands who are transparent and live their ethos
(She has a high BS meter.) Responds well to light hearted humor,
activist imagery & beautiful photographyof nature.
Aesthetic Set
Minimalistic contemporary, tradition redefined
Info Sources
Instagram, Pinterest, Youtube, BBC & NDTV

CREATIVE
DIRECTION
Punjab Sind Brand Book Punjab Sind Premium Dairy P15

Creative Essence
Our creative essence, informed by brand principles,
defines our parameter, strategically & creatively,
giving intention, integrity & form to our approach.
Punjab Sind Brand Book Punjab Sind Premium Dairy P16

Creative Attributes
Punjab Sind Brand Book Punjab Sind Premium Dairy P17
Inspiration Imagery
Sustainability
Inspiration Imagery
Authenticity
Inspiration Imagery
Transparency
Creative attributes
playful + expressive + inspiring
The playful arrangement of elements like hand drawn
type, visuals inpspired by the natural world. and
unexcpected prespectives that inspire curiosity.
Creative attributes
positive + emotive + human centric
Candid real life moments with natural light and
settings are positively shareable. Creative plays to
cheerful emotive occurences with artful compositions
keeping it approachable. Embracing imperfection and
irregularity as the human experience.
Creative attributes
honest + courageous + bold
Direct documentary style story-telling deepens our
messaging impact. Our visual narrative is unapologetic
with big type deliberately overlaying images. Bold
graphic show the human experience.

CREATIVE
ASSETS
Punjab Sind Brand Book Punjab Sind Premium Dairy P18

Punjab Sind Brand Book Punjab Sind Premium Dairy P19
The logo has been developed as a whole. Never
alter its shape, configuration or propotions. Do not
use more than one logo on any piece of marketing
communucation
Identity - Logo
Logo Rules - Primary Logo

Punjab Sind Brand Book Punjab Sind Premium Dairy P20
Brand Blue
PMS Reflex Blue U | C 95 - M 76 - Y 0 - K 0
Brand Yellow
PMS Reflex Blue | C 7 - M 11 - Y 67 - K 0
Black
C 0 - M 0 - Y 0 - K 100
Clear Space
Always allow for at least minimum of clear space
around the logo as shown, Use the vertical height of
the ‘a” guide when spacing the logo. As a general rule,
the more space the better
Size & Placement
When the logo is reduced, there is a point at
which it becomes ineffective. The logo should
never be reproduced smaller than half inch
across. The logo is the signature of the brand. It
should be visible but never overpowering in its
placement
Identity - Logo
On light background On dark background
Clear space Size & placement
Logo Colours

Punjab Sind Brand Book Punjab Sind Premium Dairy P21
Typography - Desktop
Typography is a key element used to
communicate a unified personality of Punjab
Sind. We have selected a healine type family
that gives Punjab sind a modern voice :
Baskerville. This typeface and must be used in
all communication material as headline and
display type.
Baskerville is classified as a transitional
typeface, intended as a refinement of what are
now called old-style typefaces of the period,
especially those of his most eminent
contemporary.
Font : Baskerville / BOLD
Size & Leading 40/49px
Mobile Adjustments :
Size & Leading : 30/36px
Kearning : 0.1
Font : Baskerville / REGULAR
Size & Leading 32/39px
Mobile Adjustments :
Size & Leading : 26/32px
Kearning : 0.1
Font : Baskerville / BOLD
Size & Leading 40/49px
Mobile Adjustments :
Size & Leading : 30/36px
Kearning : 0.1
Headlines H1 H2 H3

Punjab Sind Brand Book Punjab Sind Premium Dairy P22
Typography - Desktop
We have selected a body type family that gives
Punjab sind a modern voice Montserrat :In
lowercase, Montserrat, is still a pretty nice font
with a nice large x-height and a lot more
character than Arial or Helvetica.
Description: It is a san serif font with beautiful
curves and well rounded corners, which is
suitable for both traditional, as well as modern
websites.
Font : Montserrat/ BOLD
Size & Leading 40/49px
Font : Montserrat/ REGULAR
Size & Leading 32/39px
Font : Montserrat / LIGHT
Size & Leading 40/49px
Body H1 H2 H3

Punjab Sind Brand Book Punjab Sind Premium Dairy P23
Typography - Desktop
Punjab Sind brand primary colours are reflex
blue, warm yellow and pastel yellow. Secondary
colours are black and ivory white colours.
Colour Primary
Secondary

Punjab Sind Brand Book Punjab Sind Premium Dairy P24
Photography Life style product
While product photography will be used, we
also be using imagery of nature, people and the
environment to enhance brand experience and
DRIVE EMOTION.
VISUAL OVERVIEW

Punjab Sind Brand Book Punjab Sind Premium Dairy P25
Photography Life style product
Portray individuals confident and natural within
their environment. Focus on the main person or
product from THE STORY. These must not
come of staged.
HERO SHOT

Punjab Sind Brand Book Punjab Sind Premium Dairy P26
Photography Life style product
People should not be overtly hyping the products.
They should be shown using enjoying the product
benefits within their environment, Ideally, there is a
story represented in the image that makes the
connection meaningful. It also might be that they’re
having a MOMENT OF CONNECTION with someone
else and the product is visible. The person (people)
and their emotion is what drives the story.
PEOPLE WITH PRODUCTS

Punjab Sind Brand Book Punjab Sind Premium Dairy P27
Photography - Overview + Product
Portray products in GOURMET AND EXPRESSIVE
arrangement while unexpected perspectives inspire
curiosity. Include style cues inspired by the art world
with expressive details such as natural colour, unique
perspective and composition.
PRODUCT VISUALS
Keep compositions open and inviting. SIMPLIFY the
scene, so the eye moves quickly to the main focus.
Note the rule of thirds.
COMPOSITION
Images have a range of highlights and shadows and
HOLD DETAIL colour is not blown out, unrealistic or
appears like a filter has been applied.
LIGHTNING & COLOUR

Punjab Sind Brand Book Punjab Sind Premium Dairy P27
Photography - Overview + Product
Portray products in GOURMET AND EXPRESSIVE
arrangement while unexpected perspectives inspire
curiosity. Include style cues inspired by the art world
with expressive details such as natural colour, unique
perspective and composition.
PRODUCT VISUALS
Keep compositions open and inviting. SIMPLIFY the
scene, so the eye moves quickly to the main focus.
Note the rule of thirds.
COMPOSITION
Images have a range of highlights and shadows and
HOLD DETAIL colour is not blown out, unrealistic or
appears like a filter has been applied.
LIGHTNING & COLOUR

Punjab Sind Brand Book Punjab Sind Premium Dairy P28
Photography - Overview + Product
Portray products in GOURMET AND EXPRESSIVE
arrangement while unexpected perspectives inspire
curiosity. Include style cues inspired by the art world
with expressive details such as natural colour, unique
perspective and composition.
PRODUCT VISUALS
Keep compositions open and inviting. SIMPLIFY the
scene, so the eye moves quickly to the main focus.
Note the rule of thirds.
COMPOSITION
Images have a range of highlights and shadows and
HOLD DETAIL colour is not blown out, unrealistic or
appears like a filter has been applied.
LIGHTNING & COLOUR

Punjab Sind Brand Book Punjab Sind Premium Dairy P29
Photography - Overview + Product
Portray products in GOURMET AND EXPRESSIVE
arrangement while unexpected perspectives inspire
curiosity. Include style cues inspired by the art world
with expressive details such as natural colour, unique
perspective and composition.
PRODUCT VISUALS
Keep compositions open and inviting. SIMPLIFY the
scene, so the eye moves quickly to the main focus.
Note the rule of thirds.
COMPOSITION
Images have a range of highlights and shadows and
HOLD DETAIL colour is not blown out, unrealistic or
appears like a filter has been applied.
LIGHTNING & COLOUR

Punjab Sind Brand Book Punjab Sind Premium Dairy P30
Elements
Following constant brand look on all Punjab
Sind packaging was critical for creating brand
perception. Creating packaging design very
appealing to the prospective consumers could
give rise to the positive perceptions of the
overall Punjab Sind's brand value proposition.
Hence, we meticulously looked into all the
brand elements such as identity, house colours
and brand visual assets to narrate our (Brand)
product story on all packaging designs.
Packaging Style

Punjab Sind Brand Book Punjab Sind Premium Dairy P31
Elements
Packaging Style
Following constant brand look on all Punjab Sind packaging was critical for
creating brand perception. Creating packaging design very appealing to the
prospective consumers could give rise to the positive perceptions of the
overall Punjab Sind's brand value proposition. Hence, we meticulously
looked into all the brand elements such as identity, house colours and brand
visual assets to narrate our (Brand) product story on all packaging designs.

Punjab Sind Brand Book Punjab Sind Premium Dairy P32
Elements
Punjab Sind's new milk packaging design emphasizes on the best
quality product delivering to their prospective customers.
Our newly designed milk carton for them carries a lot of quality cues
such as having a pristine white background, cows grazing in a
natural environment to showcase healthy cows produce, healthy
milk which is smooth creamy and rich in nutrition.
Packaging Style

Punjab Sind Brand Book Punjab Sind Premium Dairy P33
Elements
Kulfi packaging design reflects the rich heritage of Punjab Sind's skills
to produce best quality Kulfis in India. Furthermore the packaging
design had to strengthen positive perception of the brand, focus on
appetite appeal reaching out to the city dwellers.
Packaging Style

Punjab Sind Brand Book Punjab Sind Premium Dairy P34
Elements
Punjab Sind comes up with a festive range
every year collaborating with artists from
different genres. Express the personality of
the product and its Indian artisanal sweets.
Packaging Style

Punjab Sind Brand Book Punjab Sind Premium Dairy P35
Elements
Brand communication carries the brand
essence to the prospective audience.
Punjab Sind's all advertising such as digital
and outdoor communication materials strictly
follow brand guidelines to make sure the
brand message reaches an uncontaminated
prospective audience.
Communication

Punjab Sind Brand Book Punjab Sind Premium Dairy P36
Tertiary Elements
Web
Elements
Brand communication carries the brand
essence to the prospective audience.
Punjab Sind's all advertising such as digital
and outdoor communication materials strictly
follow brand guidelines to make sure the
brand message reaches an uncontaminated
prospective audience.

Punjab Sind Brand Book Punjab Sind Premium Dairy P37
Brand element
& Illustration
Punjab Sind illustrations / Icon depict services
provided, quality assurance aspects and
nature of products delivered. Illustration
follow unique, woodcuts style which invoke
authenticity messaging aspect as well as
traditional / heritage expertise.
Elements

Punjab Sind Brand Book Punjab Sind Premium Dairy P38
Brand Prism
SEE &
BELIEVE
CULTURE
PERSONALITY
SELF IMAGE
REFLECTION
RELATIONSHIP
PHYSIQUE
CARING
HEALTHY
BRAND
COLOUR
ILLUSTRATION
NATION HEALTH
HAPPY FAMILY
HEALTHY
LIVING
HEALTHY
FUTURE
TASTE OF
PUNJAB
SMOOTH
LOADED
WITH GOODNESS
CREAMY
Absolutely
Heavenly

BRAND
MESSAGING
Punjab Sind Brand Book Punjab Sind Premium Dairy P39

Punjab Sind Brand Book Punjab Sind Premium Dairy
Personality & Tone
P40
The brand is ensuring health & well-being,
but not overtly selling just taste aspect.
It is positive and optimistic without over
promising, it is forward thinking brand, that
tells us impact of our choices which could
affect our wellness

Punjab Sind Brand Book Punjab Sind Premium Dairy
Story telling strategy
The power of
your purchase
Define the enemy
Explain the cause and why people need to consider buying 100% pure milk
Explain our solution
Tell the Punjab Sind story and its vision to how it plans to solve the milk quality
and hygiene problem
Show how to contribute
Make the connection that purchases lead to supporting the vision and cause
Prove value of contribution
Provide social validation that their support is shared and they are part
of a larger community of people that care quality produce
P41

BRAND
SUMMARY
Punjab Sind Brand Book Punjab Sind Premium Dairy P42

Punjab Sind Brand Book Punjab Sind Premium Dairy
Brand Summary
Brand Summary
Brand Ambition
To create premium quality dairy which
has taste and health benefits
Brand Tagline
We Deliver Taste™
P43
100% pure milk
01.
Embodied taste and health benefits
02.
Ensures health and well-being
03.

THANK
YOU
Punjab Sind Brand Book Punjab Sind Premium Dairy P44