Kaashmeen is a petroleum product marketer operating primarily in the downstream sector. ​​As a new startup, I had to guide the founders in understanding their needs as a company better and subsequently was tasked with creating a brand identity, print and marketing collateral, as well as a responsive website to get the company off the ground.

Working as the lead designer, I carried out an extensive Brand Discovery with the Kaashmeen stakeholders in order to determine how the brand existed today and where the proprietors were looking to take the brand into the future.

Defining the Kaashmeen Unique Value proposition

Articulating the Company Vision & Mission

Determining the Demo/Psychographic

Determining the Personality of the Brand

Shortlisting Brand themes​

I created a series of mood boards to reflect our initial strategy sessions and as we gravitated towards a direction, I moved into creating and iterating brand logo marks in extremely low fidelity.

​The final logo mark was an amalgamation of icons that conceptually represented the company's core competencies in the petroleum industry.

The design of the Kaashmeen website started with drawing up a rough information architecture based on the conversations that were had during the brand discovery stage. Putting together the information architecture entailed collecting, collating, and grouping all the content that would go into the website. (This step was super important because it helped inform what layout approach to take with designing the website.

Final deliverables included a brand style guide, print and marketing assets, distribution truck branding, stationery, and the company website.

The brand was unveiled with the launch of the company distribution plant and has gone on to supply hundreds of millions in petroleum products.