Ruby Mills

Rebranding a business with hundred years of legacy!

Incorporated in the year 1917 as a composite textile mill, Ruby Mills wanted to enter the next century with clear brand positioning, well defined values and a refreshed visual identity.

Ruby Mills teamed with Elephant to showcase its transformation with a new brand identity system.

Rebranding a legacy that has been a significant part of India’s journey from fighting for #Swadeshi to proudly #MakeInIndia for over a century was a huge responsibility. We were tasked with realigning the brand for today’s progressive aspirations while keeping the heritage & dignity intact. We drew inspiration from the brand’s core values of innovation, sustainability, ethical and responsible manufacturing and excellence in quality to build an ownable palette of visual expressions for various online & offline communication needs.

We designed a dynamic and vibrant brand-mark that was rooted in heritage yet had a very ownable & contemporary flair. The red heart in the logo stands for passion, one of the brand’s core principles. As per our advice, the brandmark retains only the name ‘Ruby’ while doing away with the full form “The Ruby Mills Ltd” that was present in the earlier visual identity.

New brand-mark and visual language were recently launched at a trade event. Ruby team is in the process of implementing the newly designed language throughout their portfolio and intends to complete the transformation in 2018.