Dec 16, 2008
Dec 1, 2008
The first step in converting Sabarmati Jail Products into a brand was to create an umbrella brand under which all products would be sub-branded and sold. There was also a need to create a strong visual identity for the brand.
The brand: The very unique origins of the products create a huge marketing potential for them. The origins become a brand differentiator. We have used the same characteristics to generate a brand name for Sabarmati Central Jail products – PRISON INC. It directly conveys the origins of the products. The word 'Inc.' was added to add a yuppy, young and international look. By doing so, the products gain and aspirational value and immediately become more acceptable to a large target audience.
Since it's a quality product, the brand personality has to be confident, smart and contemporary. Therefore, Prison Inc has been created to have a lot of attitude and wittiness (we have added a dash of humor to remove all the pre conceived notions about jail). This will make it a badge brand tag.
The logo design: The logo uses unique fonts specially created to depict prison bars. Inc has been added in red to add energy and youth to the look.
The packaging: The packaging has been designed in such a way that it looks attractive but does not add to the cost (this is a very imp factor at this point in time). The packaging is a transparent polybag which is sourced locally and interestingly designed labels with witty brand names and punchlines with a lot of humor are pasted on to it. The printing too is done in-house at Sabarmati and Baroda Central Jail.
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