Nirlep revamps identity to manage diverse brand portfolio

Nirlep has revamped its brand identity, conceptualised and executed by Elephant Strategy + Design.The brand, which was launched in 1968, has been a key player in the non-stick cookware category over the years and the sub-brands in its portfolio comprises of brands such as Acilis, Selec+, Joy, Ebony, Sakhi and  Maven. 

In recent years, Nirlep has diversified into various cookware such as Hard Anodized, Enamelware, Pressure Cooker, etc., and kitchenware like Gas Stoves and lighters. 

Talking about the new identity, Mukund Bhogale, managing director, Nirlep said, “We had adapted a multi-brand strategy that worked well for us to reach diverse audiences. But there are limitations in building strong brand equity with multiple brands across categories. We will now be streamlining our brand portfolio with ‘Nirlep’ being the strong mother-brand. Our new identity reflects our promise ‘Create to Amaze’ that applies to our products and also to what gets created by our users. We see Nirlep becoming a comprehensive kitchen solutions brand.” 

“The new Nirlep Black & White identity is a badge of leadership that will continue to provide trustworthy solutions while its ever changing colorful reflection stands for innovation to delight young progressive consumers. The master identity of Nirlep is Black and white with the red fins. Through our research insights, we decided to continue red as part of the identity as it represents the passion behind every creation. The Master identity will change dynamically through colours and motions for every sub-brand," said Ashwini Deshpande, director, Elephant Strategy + Design. The agency has been the strategic design partner for the brand for over a decade. 

Nirlep’s latest brand offering is in the form of a range of cookware called ‘Acilis.’ A campaign for the new range with the new brand identity has been created by McCann Erickson, which ran during the launch episode of the Indian edition of Masterchef on Star Plus on Saturday, October 16.