Jindal
A manufacturer with decades of credibility and a brand that did not show it. We rebuilt Jindal's identity from the mark up, wrote it into a 52-page guidebook, and carried it across packaging, print, signage and the web.
- Client
- Jindal Plast India
- Type
- Client Project
- Year
- 2019 to now
- Our role
- Brand architecture and creative direction
- Services
- 3×
- Sales, 2020 to 2022 As reported by the client
- 3.6×
- Gross annual sales, 2021 to 2022 As reported by the client
- 52
- Pages in the brand guidebook
- 4
- Sub-brands under one system JSPL, WMJ, Hydronix, Jplex
Both sales figures are the client's, and they measure different things over different periods: sales from 2020 to 2022, and gross annual sales from 2021 to 2022. They follow the 2020 rollout of the identity, packaging and dealer print; we do not claim the identity alone caused them.
01
The challenge
Jindal makes pipes, fittings and sanitaryware, and has done since 1980. The manufacturing was trusted; the brand around it was not doing the same work. Typography changed from document to document, dealer print was inconsistent, and packaging looked different on every tier of the range. Next to newer plastic-piping competitors, Jindal was easy to overlook at the counter.
The brief asked for an identity with authority: one system that could hold agricultural piping and high-rise plumbing together, and that contractors, distributors and architects would take seriously on sight.
02
What we looked at
Before drawing anything we went to where the product is chosen. We spoke with wholesale dealers and sanitary-hardware stockists about how contractors decide at the point of sale, checked how bundle wraps, end caps and carton labels read in dim yards and dusty transit, and audited competitors' shelves for clutter and certification hierarchy.
- Dealer and distributor interviews, qualitative.
- Legibility audits in warehouses and supply yards.
- Competitive shelf audits of domestic and multinational brands.
03
The identity
The new mark is four bold strokes and a stepped wedge: pipes and flow, three lines for the company's three values, the letter J, and the rising outline of the buildings Jindal's products end up in. The signature bar from the old logo survives across the top, so the change reads as an evolution rather than a break.
The wordmark is drawn from scratch, with extended, low-contrast proportions tuned for extruded PVC, embossed fittings and large warehouse signs. Colour moved from teal to a deep blue, Himalayan Rush, with a bright Sea Green accent. Montserrat carries the system, with Halant for Devanagari.
04
The guidebook
We wrote the vision, mission and values with the leadership team: they supplied the engineering standards and the ambition, we shaped them into language. The guidebook sets out personality, colour, logo use, type, collateral, digital, social, image and icon guidelines, so the brand can be applied by anyone without us in the room.
05
Applications
The system was carried into everything a dealer or contractor touches: cartons for fittings, the pipes themselves, container livery, showroom and outdoor signage, business stationery, social templates and a concept website. The company profile and catalogues followed in the same language.
06
Outcome
The rollout started in 2020. By 2022 the client reports sales had tripled, with gross annual sales up 3.6 times from 2021 to 2022, and the more professional posture helped win higher-tier commercial contracts, grow the distributor network across North India and hold better margins on premium CPVC and UPVC ranges.
The work has continued since: we moved from agency to an in-house design-leadership role covering sub-brand packaging, collateral and manufacturing-line material.
07
More from the project
