Drawing from the brand’s inherent association of ‘power/energy,’ a contemporary new identity has been created. The revamped Eveready logo marks a strategic drive, drawing its inspiration from the loop of infinity.
Eveready Industries India Ltd has unveiled its new brand logo and tag line, connecting the new generation with its power of infinite possibilities in the future.
The brand synonymous with ‘Give Me Red’ has built the history of India's biggest battery brand. It was about an attitude, an endless craving for the power to express youthful energy.
Marking an era of excellence and with new products coming in for new age consumers, the brand identity and tag line needed to be dynamic and relevant.
Drawing from the brand’s inherent association of ‘power/energy’ a contemporary new identity has been created signaling infinite possibilities and transformation towards a future committed to innovation, vibrancy, modernity, trust and empathy.
While retaining the ‘Cat-O-9’ unit, which has been a defining image of the brand, the revamped Eveready logo marks a strategic drive; it derives its inspiration from the loop of infinity.
It becomes fluid, animated and dynamic, symbolising an endless source of power and energy. It is marked by intentional asymmetry; the left side is slightly smaller than the right.
The tagline 'Give Me Power. Give Me Red.' reinforces Eveready's identity as an unwavering source of strength and resilience.
Speaking about the rebranding, Anirban Banerjee, senior vice president and SBU head (batteries and flashlights) of Eveready Industries India Ltd., says, “With evolving consumer needs, the brand needed to transform and expand its portfolio, offering powerful, premium and innovative products. It was thus important for the brand to be seen as relevant and contemporary across age groups in the new world as it straddled the new portfolios.”
“Revamped and animated, the new logo evokes the idea of momentum, forever on the go. It forms the loop of infinity, to denote eternal drive, the spark of new beginnings. That’s why the latest rendition of the logo comes with an additional line: give me power. Eveready is the future of power. Infinity is the soul of new Eveready.”, said Sukesh Nayak, CCO, Ogilvy India.