A dynamic identity for a brand that connects retailers with MSMEs

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The First Principles thought process was ingrained into every team member and it showed in the work. They always came with a clear agenda and delivered on them. Entrepreneurs like us, take super-quick decisions to change things based on feedback from users/clients to beat the competition at early stages, and the sheer flexibility with which the team handled our requirements is what we liked the most.Their feedback loop kept us at ease because we could see the progress and ensure we were getting what we expected through the journey. The consistency in design & unique branding has given us a definite edge over the other early-stage startups.

Pranay Ganesh
Co-founder & CEO, WholeMark

Brand Strategy
Brand Naming
Brand Identity
Communication Design
Supply Chain & Logistics
Company Stage
Early, Private
2 months
Project Type



WholeMark gives Micro, Small and Medium Enterprises (MSME) manufacturers a real chance to bring their products within the sight and reach of every potential customer through their Free-Standing Display units (FSDU). With technology driven by purpose, WholeMark enables MSMEs with high quality products to get footholds in offline retail markets, that help them establish and grow into trusted consumer brands.

Objective & Challenges


We partnered with them to create a compelling and unifying brand, from naming to creating an innovative identity that would effectively and univocally convey their value to all targeted audience and help them establish a stronger positioning in the market.

Accomodate distinctiveness of products

An FSDU structure is where different brands interact with each other, hence the branding had to be neutral to accommodate different products without creating conflict.

Three different target audience

Addressing and communicating with three different target audience - manufacturers, consumers and retailers was the brand’s biggest challenge. We needed a brand language that could communicate the right message with the right emotion to the these audience.

The idenity is a marriage between the motifs that are assosciated with aspirations, dreams, growth & their personal signatures, the touchpoints of which adds a dimension of individuality on to their uniforms.


The entire branding revolved around the primary functioning of the brand — bringing high quality MSME products to the end consumers through FSDU. The final identity is a reflection of FSDU structure and represents the movement of stock/product from Manufacturer to the End consumer.


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Project Team

We pride ourself on this in-depth exploration of various elements that formed this book. Our projects are created with precision and subtlety, and every design decision is made with an intent that generates value in its usage.
Harish Venkatesh
Founder & CEO
Renukha Padmanabhan
Jr. Graphic Designer
Shiva Siddarth
Associate, Founders Office
Lead Content Designer
Shubham Das
Intern, Graphic Designer
Vignesh Arullingam
Senior Content Designer

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