# Brand — Andrometiq

The product is good. We make the market see it — brand strategy, identity, packaging and trade programmes, shown through four brands we built.

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Brand — in full

# We build brands that sell — from strategy to shelf.

“The product is good. Why doesn’t the market see it?” Product lines outgrow their brands. The fix is not a new logo; it is a brand system — positioning, architecture, nomenclature, identity, packaging, and the trade programme that carries all of it to the shelf.

The practice

## What we do — exactly.

The business move first, the logo last.

A short list of things we do at very high quality — and nothing we don’t. We don’t invent stories. We find the one already inside the business.

### Brand strategy and architecture

The business move first: house-of-brands structures, category frameworks, nomenclature.

### Identity systems

Naming, wordmark and mark, voice, typography — built as systems, not logos.

### Product and packaging

From product-system definition to the pack on the shelf.

### Go-to-market

Campaigns, e-commerce builds, distributor and trade programmes.

Selected work · Apparel · Case 01

“Sales are up — but the brand’s stuck at one name.”

## From factory brand to house of brands.

Essdee had grown a trusted name the organic way — strong equity, one name carrying everything. It committed to moving beyond that single brand without eroding the trust it had earned. We rebuilt the identity as a system: wordmark, architecture, nomenclature, categories, packaging, and the teams to run them.

![The old Essdee badge — a chrome oval with a red-and-blue monogram, grown organically over the years.](/assets/brand/sd/logo-before.c5382b77.jpg)

![The new Essdee wordmark — flat black capitals with a sharp angular mark beside them.](/assets/brand/sd/logo-after.5944f03e.jpg)

*Before · the legacy badge After · the new system*

### The move

Not a new logo — a system. A new wordmark and mark, and a nomenclature and category framework that runs from Essentials to Junior.

### The edit

Unprofitable SKUs audited and cut; kidswear and Designer Vests launched under the new structure — now among the house’s strongest sellers.

### The reach

The house now reaches 10,000+ retail counters, recorded in the distributor portal, across 20 states & UTs.

![A page of the Essdee brand guide — values and personality named in English and Hindi, wordmark colourways, and the custom type ladder.](/assets/brand/sd/system.ef56cddd.jpg)

*Brand system — values · personality · tone · colour · type*

Built on real garment engineering. Behind the identity: tech packs for every style, a pattern-and-marker CAD library, packaging built to scale, and the trade programme that takes the brand from Odisha to Almaty.

![A spread from the Essdee catalogue — Urban Luxury and Everyday Essentials ranges.](/assets/brand/sd/catalogue.7a770ae1.jpg)

*Catalogue — Urban Luxury · Everyday Essentials*

![Essdee Junior kidswear photography.](/assets/brand/sd/junior.59e14514.jpg)

*Essdee Junior — kidswear, under the new structure*

![A production die-line for a Essdee white vest, complete with the printer's job ticket.](/assets/brand/sd/techpack.b27a6329.jpg)

*Tech packs & CAD — real production artwork, not mock-ups*

![A Essdee packaging flat — deep maroon topographic pattern, gold wordmark, and the line Engineered to Move.](/assets/brand/sd/giftbox.206eacd6.jpg)

*Packaging system — “Engineered to Move”*

![The Essdee distributor conference in Almaty, 2025.](/assets/brand/sd/conference.164ac387.jpg)

*Annual conference — Almaty, Kazakhstan · 2025*

![A regional Essdee trade activation in Odisha, 2024.](/assets/brand/sd/odisha.d6e94cfb.jpg)

*Trade activation — Odisha · 2024*

![A red Designer Vest, studio cutout.](/assets/brand/sd/p-red.38f41518.webp)

![A navy Designer Vest, studio cutout.](/assets/brand/sd/p-navy.d47c20ff.webp)

![A black Everyday Essentials vest, studio cutout.](/assets/brand/sd/p-black.9a228194.webp)

![A second black vest from the Essentials range, studio cutout.](/assets/brand/sd/p-black2.775cd357.webp)

*Designer Vests & Everyday Essentials — the product that carries the house*

> That is what a system does for a name that already had trust. The next brand started with nothing — not even a name in the market.

Selected work · Performance · Case 02

“Can a performance brand be built from nothing?”

## From a blank page to revenue.

92 set out to build a performance-activewear brand from scratch — co-founded by the people who lead this practice. It got the full stack: identity, a compression product system, a campaign, its own e-commerce build, and distributor agreements.

![A 92 athlete mid-movement against a dark ground, cut with neon green.](/assets/brand/92-band.0945f4cd.jpg)

*The campaign that put 92 into the world*

### The gap

A category drowning in generic gym wear — and an opening for a brand balancing performance, lifestyle and accessibility.

### The system

Identity, a compression product system, a full campaign, and a distinct visual language: dark, technical, cut with electric neon.

### The launch

Its own storefront — architecture, UX and build, all ours — and distributor agreements signed. A brand built to operate, not a moodboard.

Performance, engineered into zones. A product and visual system that makes fabric technology legible — each zone a clear promise.

![An athlete in ventilated knit — the Air Zone story.](/assets/brand/92/zone-air.e8eba667.jpg)

*AIR ZONE — breathable, ventilated knit*

![Training in fast-dry fabric — the Dry Zone story.](/assets/brand/92/zone-dry.1d1394a9.jpg)

*DRY ZONE — moisture-wicking, fast-dry*

![Compression wear at rest — the Quick Zone story.](/assets/brand/92/zone-quick.c1e805bd.jpg)

*QUICK ZONE — compression and recovery*

![The 92 wordmark in lime green, with Ninety Two set small beneath it.](/assets/brand/92/logo.4f105f39.png)

*The 92 wordmark*

> 92 runs on edge — dark, technical, loud. The brand after it had to do the opposite: sit in a family’s cupboard and feel like it belongs there.

Selected work · Family innerwear · Case 03

“How do you make everyday innerwear feel like a friend?”

## Comfort that connects.

A family innerwear brand, named from amicus — Latin for friend. We built the identity and packaging around a two-figure embrace: complete, warm, and ready for the shelf.

![The Hamic mark — two rounded navy figures in an embrace, above the lowercase wordmark.](/assets/brand/hamic/logo-full.68df9920.png)

*Two figures, one embrace*

![The Hamic white-vest box die-line — navy and sand, with the two-figure mark on the front panel.](/assets/brand/hamic/product.9b418718.jpg)

*Retail packaging — the identity applied to pack*

*The Hamic palette — navy, clay, sand and off-white.*

### Essence

From the Latin amicus, “friend”. A brand that embraces families through everyday essentials, from kidswear to men’s and women’s innerwear.

### Positioning

Feel Close. Stay Comfortable. Togetherness · Trust · Softness · Simplicity · Quality.

### Logo concept

A minimalist “H” from two figures intertwined in an embrace, connected by a soft, fabric-like curve.

### Type & palette

A rounded, approachable wordmark and warm humanist type. Navy for trust, clay and sand for warmth, off-white for space.

Selected work · FMCG / Dairy · Case 04

“How do you make a commodity a choice?”

## Nature, in its purest form.

A premium A2 dairy brand: a sunrise mark and a packaging system that carries one identity across milk, paneer, curd and ghee — turning a commodity into a brand a family chooses on purpose.

A mark drawn from the land. A sunrise over fields, in a calm world of cream, navy and gold. One unified system, so every product on the shelf reads as one brand — and a voice to match: calm, honest, nourishing.

*The Nilva palette — navy, gold, wheat and cream.*

![The Nilva packaging lineup on a navy ground — paneer, curd, a ghee jar and a milk bottle arranged around the sunrise mark and wordmark.](/assets/brand/nilva/packaging.b7d91a1a.jpg)

*The packaging system — the sunrise mark, carried from ghee jar to milk bottle*

![Nilva products lined up as a family on a navy ground — milk, paneer, curd and ghee, each carrying the sunrise mark.](/assets/brand/nilva/range.16f0f2d2.jpg)

*Milk · Paneer · Curd · Ghee — one identity across the range*

Four brands, four different problems, the same discipline underneath: find the story already inside the business, then build the system that carries it to the shelf. Every one of them started the same way — someone put a good product on the table.