AXIS BANK - CARD SUITE

TitleAXIS BANK - CARD SUITE
BrandAXIS BANK
Product / ServiceAXIS CARDS
CategoryA02. Rebrand / Refresh of an existing Brand
EntrantAXIS BANK Mumbai, INDIA
Idea Creation LANDOR Mumbai, INDIA

Credits

Name Company Position
Lulu Raghavan Landor Managing Director
Hiren Dedhia Landor Design Director
Niti Kumbhani Landor Client Manager

Background

In an age of virtual bank transactions, the card may be the only physical touch-point we have of a brand. We carry them 24/7, and yet, as physical objects, they've become uninspiring, and barely stand out in the average purse/wallet. Furthermore, card designs across banks have become a sea of sameness. How may Axis Bank truly stand out from the ‘card crowd’ and become ‘ownably’ unique? How may we leverage brand Axis in a stronger way?

Describe the creative idea (40% of vote)

The design strategy is to create a harmonious and differentiated design that is distinctive while allowing variation. It is disruptive because it is original, ownable and based around 'Burgundy'. It also allows for extendability because it is not based on one constricting principle but allows for a number of ways that each card can be expressed. Our customers range between various socio-economic backgrounds. However, the common insight is that each one aspires to climb the next step towards progress.

Describe the execution (40% of vote)

The Colour Burgundy is owned by Axis Bank. It’s extremely distinct in the market. Burgundy comes with many attributes ‘built-in’; a certain sophistication, a premium quality, warm and inviting (not cold and distant). Entirely natural, while still being vibrant and passionate. The idea was to be aspirational and premium, yet differentiated and ownable. We also aimed to approach every card visually, in order to create highly impactful and styled vignettes of imagery that suggested a card's specific area of possible use. This system is unique to Axis and has the opportunity for expansion to cards in the future. We evaluated various objects of desire, based on the benefit of the card, before zeroing in on the most appropriate imagery. We created ‘objects of desire’. Interesting objects / unusual angles / different perspective / abstract objects / unusual metaphors. The type of object classic / contemporary, beautifully photographed or rendered.

List the results (20% of vote)

The value-add to the brand is by leveraging their ownable asset 'Burgundy'. The value-add to the consumer is to provide them with a card that is differentiated and makes them feel proud to take out of their wallet. The estimated annual production is 50 lakh units per year across the country.