I-AM - brand identity design & branding agency india

Having redefined the humble sandwich with Pret A Manger, Julian Metcalfe embarked on a mission to bring delicious, affordable and healthy fast food to the masses through a national network of eat-in and take-away Itsu restaurants. I-AM were asked to communicate the Itsu brand story and design the ultimate Itsu restaurant experience. I-AM set about communicating the benefits of Itsu through a new personality and delivered this message through every possible expression of the brand from Potsu one-pot meals to coffee and frozen yoghurt. A complete restaurant experience is delivered through a soft and warm aesthetic designed to appeal equally to all five senses. The Itsu experience designed by I-AM has been rolled out across the UK, and a whole new audience is being introduced to the benefits of healthy eating.

Jan Restaurant is the latest design partnership to create a complete customer experience including branding and architecture. The brand story is inspired by the golden ages of the Ottoman Empire and the Persian Dynasties. The Jan restaurant brand positioning reflects a lost decadence and grandeur enjoyed by the former rulers of the Caspian Kingdoms. Designed with the customer at its heart, the architecture and layout have been carefully crafted to optimise customer flow and to provide a dynamic intimate and immersive environment in which to dine. The interiors and architecture of the space is highlighted by touches of rich turquoise tiles, oak, gold and brass, against a neutral palette, making for a warm and luxurious atmosphere. I-AM carefully selected textured materials, which reflect the Caspian region while also, ensuring they convey a modern twist to excite and delight diners in the overarching ‘Story telling’ experience tying in with the brand positioning. The guests are gr

Leading apparel manufacturer and retailer Arvind Limited, assigned its integrated branding mandate to I-AM to launch a brand destined to make its stamp globally. There is a resurgence of pride of heritage/association with the Indian culture and ethos with India and its populace making a mark for themselves on the world stage, Arvind Limited saw potential in this opportunity to develop a premium men’s wear apparel and accessories brand called ‘ True Blue ’. I-AM team carried out extensive audit of the competitors and looked into best-in-class examples across categories along with conducting a research on the target audience and their preferences.This culminated in a workshop wherein the brand True Blue was born and defined as a Western/Modern fashion brand with an Indian twist. I-AM developed the positioning around True Blue defining fashion that is sophisticated and western with an Indianness that inspires pride. The brand personality revolves around the principles of being a Leade

There are dramatic changes afoot in the world of ‘Quick Service Retailing’, driven by new levels of consumer expectations and dynamic new food experiences. This revolution is exemplified by KFC’s mission to express its true values, much loved product proposition and brand story, through the experience in its restaurants. Having already taken KFC several leaps forwards in its transformation through small, fast-casual metropolitan concept, I-AM secured the brief to update the design, customer journey and in-restaurant communications for KFC’s primary format. Brand Personality KFC’s story is irresistible; and its personality has always been inseparable from a joyful love of chicken. Lately a bold energy and vibrancy is driving KFC in the UK, celebrating the brand’s story, taking pride in the simple, joyful deliciousness of Finger Lickin’ Good fresh fried chicken and the social aspect of bringing people together over a KFC. These themes are being newly expressed through a spirit roote

I-AM has recently been working with Pizza Union on their latest restaurant situated in Kings Cross, London. With a brief to solidify and modify the Italian feel to the eatery as well as adding bold, vibrant colour, the new offering extends the fast pace of casual dining with a focus on the exposed kitchen and pizza oven. Associate Designer at I-AM, James Coates explains: “Pizza Union had initially come to I-AM to create a brand new interior for their fresh, fast pizza concept and the result was an atmospheric and dramatic aesthetic but with a real honest and open feel. “Pizza Union wanted the latest design to play on the Italian heritage, introducing more colour. We’ve kept the outer shell of the site and layered the design over the original features complete with neon lighting and more subtle, gentle lighting during the evenings” he adds. The original Pizza Union restaurant in Spitalfields has proved to be hugely popular and is always bustling during lunch and dinner hours. The

IDFC Indian Development and Finance Corporation had made its mark as the ‘one firm’ that looks after the diverse needs of infrastructure development and has focused on supporting companies to get the best return on investments. In April 2014, it became one of the latest firms, post a lull in license issuance lasting a decade, to receive their banking license. In a market with well-entrenched players, the new entity, IDFC Bank needed to be different with its services and offering. Banks within India are seen more as product pushers and less solution providers. IDFC Bank saw this as an opportunity in which it could position itself as a true financial services provider by keeping the needs of the customer first. Thus was born the idea of the “Un-Bank”.I-AM was tasked with carrying forward this brand idea. I-AM carried out extensive audits in the banking sector and mapped a distinctive and memorable customer journey which was a first within the Indian banking category. Drawing on its g