Brand Name: Godrej Construction
Sector: Real Estate
Brand Reach: India
Brand Identity System
Godrej Construction takes forward a century old legacy of the Godrej group. Godrej Construction believes in delighting their customers by shaping their dreams. For several years, they’ve been building solid foundations on trust. All of the Corporate Real Estate Assets of Godrej & Boyce are developed and maintained by Godrej Construction. Godrej Construction has developed over 10 million sq-ft of quality property by executing Construction Contracts and manufacturing state-of-the-art Construction Materials. The brand is highly revered for its integrated capabilities in Construction and Real Estate domains.
As part of Construction Materials business, Godrej Construction wanted to brand its wide range of concrete products to underline its strength, efficacy and durability. The name “TUFF” was apt to communicate the nature of specialised concrete products. We created the sub-brand's logo and devised the Brand Identity System for all product derivatives. To represent ‘toughness’, we created solid & heavy logo unit, underlining the quality of their products.
The ‘TUFF’ sub-brand includes 15 RMC products and numerous concrete by-products, and each of the product logos were given unique manifestation that represent individual product characteristics and / or its usage.
After branding the concrete line of products, TUFF brand by Godrej Construction has seen 43% growth in the first year’s revenue. Yellow Fishes is partnering with the business to strengthen its range and introduce more products in the coming years.