Branding & Positioning Transformation
When Apraj first came to us, they weren’t looking for a facelift — they were looking for an identity. A new, ambitious retail company starting from a blank page, we built a complete brand system from the ground up: strategy, positioning, visual identity, voice, and execution that turned Apraj into a modern, recognizable, and trusted name.
Introduction (Project Lead – Brand Consultant)
When Apraj first came to us, they weren’t looking for a facelift — they were looking for an identity. The company was new, ambitious, and eager to make its mark in the retail industry. But they didn’t have a name that stood out, a visual system, or even a defined voice. We were starting with a blank page.
For me, that’s the most exciting kind of project: building a brand from the ground up, shaping everything from strategy to execution, and watching it come to life piece by piece.
Overview of Apraj (Client Relations Manager)
Apraj was just at the beginning of its journey. The leadership team had a clear vision for the type of retail experience they wanted to create, but no structure around how to express it. No positioning, no visual identity, no guidelines — nothing was in place.
Our role was to translate that vision into a brand system that could scale: one that customers could instantly recognize and trust, even though the company was brand new.
The Challenge (Market Analyst)
The biggest challenge was starting from zero. Unlike established brands, Apraj didn’t have awareness, perception, or even history to leverage. That’s both an advantage and a challenge: an advantage because we had freedom, but a challenge because we needed to define everything with precision.
We had to answer fundamental questions:
- Who is Apraj?
- What does it stand for?
- Why should customers care?
Without clear answers, the brand risked blending into a noisy market. That’s where our research and positioning work became critical.
Competitive Map & Research (Research Lead)
Since there was no existing brand identity to analyze, my first step was mapping the market landscape. We built a brand positioning map to identify where competitors were clustered and where gaps existed.
What we found was exciting: most players were either low-cost mass retailers or high-end exclusives. The middle ground — affordable yet aspirational retail — was under-served. That became Apraj’s opportunity.
Benchmarking successful global examples gave us inspiration, but the challenge was localizing the strategy to Apraj’s market. From the first research presentation, it was clear: there was white space waiting to be claimed.
Brand Strategy & Positioning (Brand Strategist)
Defining a brand from scratch is like defining a personality for someone who hasn’t spoken yet. We began with workshops where the Apraj team shared their vision and values. Out of those sessions, we crafted a brand positioning statement — short, clear, and future-focused.
We then defined Apraj’s brand archetype. Using the archetype wheel, we identified ‘The Explorer’ as the perfect fit: bold, curious, and guiding customers to discover better choices.
The narrative we developed became the foundation: Apraj wasn’t just entering retail — it was setting out on a journey, inviting customers to join. That story shaped every design and communication decision that followed.
Creative Identity Development (Design Lead)
With no legacy visuals to build on, we had complete creative freedom. I started by sketching dozens of logo ideas, exploring symbols of movement, clarity, and discovery. After multiple rounds, the final logo emerged: clean, modern typography with a distinctive mark that could scale across packaging, digital, and signage.
Color was another critical decision. We wanted something vibrant and ownable, so I recommended a gradient palette of four bold colors. Unlike competitors stuck with flat primary shades, Apraj’s palette stood out immediately.
Finally, I designed the brand guidelines: typography rules, logo usage, tone of voice, and visual principles. For me, this wasn’t just a deck — it was the DNA of Apraj’s brand, a toolkit to keep them consistent as they grew.
Implementation & Execution (Digital Marketing Lead)
My job was to make the brand real in people’s eyes. We started with the website homepage, since that would be the first digital touchpoint for most customers. From layout to tone of copy, everything reflected the new identity.
Then we built a social media grid — not just pretty visuals, but a structured system of content themes, tone, and messaging. When people saw Apraj online, they instantly felt the brand’s personality.
The launch campaign was my favorite part. Seeing the logo, colors, and story come alive across channels — and then measuring engagement spike — was proof that we’d built something that resonated.
Results & Measurement (Data Analyst)
As a brand with no prior presence, we were starting with a baseline of zero. That made tracking progress simple but also very rewarding.
Within the first three months post-launch:
- Brand Awareness: We recorded strong initial awareness through digital reach metrics.
- Customer Sentiment: Surveys showed people described Apraj as ‘modern,’ ‘fresh,’ and ‘trustworthy.’
- Engagement: Social media impressions and engagement exceeded benchmarks for new retail brands.
For a company starting from scratch, these numbers confirmed that the foundation we built was strong and scalable.
Key Takeaways (Project Lead)
Building a brand from scratch is one of the most rewarding challenges. With Apraj, the success wasn’t just about design or marketing — it was about aligning vision, strategy, and identity from day one.
The takeaway for other startups: don’t wait to build your brand. The earlier you define your story and positioning, the faster you can grow into it.
Conclusion & Call-to-Action
The Apraj journey is proof that with the right strategy, even a new player can enter a competitive market with confidence. From a blank page to a full identity system, Apraj now has the tools to grow into a recognizable and trusted name.
Looking to build your brand from scratch? Contact us today to start your own transformation journey.
Lets Make A Deal
Reach out to our team for inquiries, collaborations, or support. Let's build something amazing together