Brand Identity - Case Study

Laughing Popcorn was looking to re-brand and develop an identity that resonates with it’s business objectives. It has evolved as a result-oriented design consultancy and brand development studio and the identity had to reflect the same. The new brand had to have a personality of being process-driven and trustworthy, at the same time retain the freshness, energy and modern aesthetics of a young and passionate studio.

The identity had to be clean and professional looking and easy to replicate across various platforms.


The process started with first understanding what are the ultimate business objectives of the brand and the pain points. We then clubbed this with developing a matrix to understand if the business offerings are in alignment with the market demand and identifying the target audience. 

Our process further involved developing their personas, defining the key attributes of the brand, the voice, tone, look and feel.


This became the base study for the team to explore the possibilities of concepts and narrow down on what suits the purpose the best.


We also analysed the existing personality of the brand and if any attributes need to be extracted from its current positioning. 


“While our design intuitions and aesthetics kept guiding us on how to build the brand, we did a counter-check at every point with our positioning statement to make sure we do not divert from the ultimate purpose of the business.”



After various explorations, the logo was designed to look clean and keen attention was paid to make sure it is easily to replicate across different media and looks vibrant. The curves are inspired from a popcorn. A popcorn has no definite shape but in the simplest ways, it could be represented using curves. The second and the third curve in the logo, give a sort of definition of a face to a popcorn and the first curve represents a smile. The bottom two curves represent the body of a popcorn. The essence of thinking of a popcorn as a character was taken from the old logo of the brand.

The box represents a container, which is being infused with the right ingredients, to pop the popcorn out, all fresh and nice. This signifies the process of the brand, which is to put in extensive research and strategy together to pop-up the right solutions for business problems. 

The icon can also be extracted from the logo and used as a part of the brand’s identity system.



Red colour signifies energy, passion, excitement. It is vibrant and is not a modest colour. The attributes of the brand like confidence and passion for work put the focus towards warm colours and red was a clear winner, which captured it all together. A hint of Crimson shade was further taken over Scarlet to add a hint of classiness over playfulness.

As red stands as the most dominant colour, its dark and light shades form a part of the colour palette to add variation and depth in communications. 

White will remain as a dominant colour to add to the contrast and bring out the beauty of the red colour, undiluted, un-shy.


It’s bold, it’s clean, it’s modern, it’s straight forward. Period. 

It stands for the brand.


A set of 6 icons was designed to form a part of the identity system for the brand. These represent 6 core areas of focus for the company, namely Strategy, Business, Design, Branding, Value and Marketing. The structure uses rings as an element-extracted from the logo. The brand colours have been used to create a little visual excitement in the circles. Each icon has been designed to graphically convey what it stands for.


These can be used individually or in a pattern as a visual asset by the brand.


STRATEGY - Setting up of different paths, directed towards a goal

BUSINESS - The coming together of at least two entities for a transaction to happen

DESIGN - Means to problem solving

BRANDING - The core of a business that will affect what customers talk and perceive about it

VALUE - The most important element that a business should stand for

MARKETING - Opening up a business to the world


The new identity required new set of stationery to be designed for the business, including business cards, letterhead, envelope, invoice pages for immediate purpose.

A company profile was also developed, along with website, newsletters and visuals assets for digital platforms.


A brand style guide is essential to ensure that the personality of the brand is not diluted over a period of time and it is used correctly by any designer who handles the brand.

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