The brief
The project explored HMT's heritage, positioning, audience and existing brand perception, with a focus on how the brand could become more relevant to a younger audience.
The intention wasn't to replace its character, but to find a contemporary expression for the qualities already associated with it — craftsmanship, precision, trust and Indian heritage.
What I made
I developed a rebrand direction across strategy and identity.
The work explored positioning, audience and visual direction before moving into the identity system — including colour, typography, packaging and supporting applications.
The visual direction uses midnight blue, sky blue and whitesmoke to create a cleaner, more contemporary expression of the brand while retaining a connection to its heritage.
The Result
The project created a possible direction for HMT to feel more contemporary without discarding the qualities that made the brand distinctive.
It's a study in how a legacy brand can evolve visually while keeping its history at the centre.
