NEELAM

A Legacy Kitchenware Brand Reinvents Itself with a Cohesive Brand System

BRAND STRATEGY +

BRAND ECOSYSTEM +

PACKAGING DESIGN

With a legacy spanning 50+ years, Neelam Stainless Steel offers consumers smartly designed, well-matched kitchen essentials. As Neelam’s brand custodians, Therefore led a bold strategic overhaul, introducing systems thinking for the first time to the Indian utensils category - an unheard-of move that shaped a cohesive identity rooted in legacy yet built for the future. Anchored by the positioning India Set Hai, our design system brings to life Neelam’s promise of coordinated, thoughtfully priced sets across cookware, serveware, and storeware. With a clear focus on Tier I and Tier II Indians, predominantly women, we developed a comprehensive strategy to build a holistic, relatable identity. This also included signing celebrated actor Sonali Kulkarni, someone who embodies the everyday grace for Indian households, as brand ambassador. We developed a strategy that resonates deeply with their aesthetic preferences, reflects functional value, and stands out in retail environments, both online and offline.

DESIGNED FOR IMPACT

Designing for the festivities

Neelam’s festive packs are designed to delight - visually, emotionally, and culturally. At the heart of the design is a lively, fireworks-inspired pattern, made from the core category shapes of cookware, serveware, and storeware. Like fireworks, these shapes burst with warmth, colour, and energy.

A bold colour palette and the category forms instantly set the packs apart. The flexible sticker system adds a finishing touch, tailored to each gifting moment, making these packs feel personal and vibrant.

Thoughtfully designed, the packaging brings tradition, modernity, and joy together in one unified visual experience.

ASKING THE RIGHT QUESTIONS. AT THE RIGHT TIME.

Building the brand, from strategy to structure

We created a unified visual identity drawing from three essential forms - circle, square, and straight line, each symbolising Neelam’s brand pillars of Plentiful, Providing, and Progressive. These shapes come together in a distinctive lockup: India Set Hai.

To ensure clarity and distinction across categories, we introduced signature patterns and colours - Sunshine for cookware, Coral for serveware, and Teal for storeware, each expressing the emotional and functional essence of its category. Neelam Blue anchors the system with strong shelf presence and recall.

Built for scalability, the system uses a flexible grid, clear hierarchy, and adaptable layouts, creating a bold, structured design language that positions Neelam as the stainless steel of a confident, new India.

CURATING A SEAMLESS EXPERIENCE

Bringing brand Neelam to life

Neelam’s packaging brings its rich legacy to life with a warm, evocative brand story—one that speaks directly to the heart of Indian kitchens. Paired with modern visual cues, clean typography, and the iconic Neelam Blue, the brand story adds emotional depth, making the packaging not just informative but intimately relatable. It bridges heritage with today’s need for convenience and sustainability, creating a lasting impression from shelf to home.

RECOGNITION

CLIENT

NEELAM STAINLESS STEEL LTD.

INDUSRTY

KITCHENWARE

SERVICES

BRAND STRATEGY + BRAND ECOSYSTEM + PACKAGING

CREDITS

Design Team

Nitin Virkar
Nikita Sawant
Ishita Shitut
Surabhi Joshi
Sankalp Pathak

Account Management

Ankit Chafle
Shreeya Khisty

Artwork Team

Ajinkya Dhage

Research, Narrative & Strategy

Photography/ Video

Kaushal Creations
Barakhadi

Food Styling

Strategy Partners

Print Partners

Packaging Partners

Vrishali Kekre Deshmukh

Digital Team

Copy

Chaitra Patel

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