Over six decades, Pragati established itself as India’s foremost printing company with a reputation for high-quality print jobs and timely deliveries. While its print business became an industry benchmark, Pragati’s packaging business did not enjoy the same recognition despite delivering innovative and cutting-edge packaging solutions for over 20 years.

Although their packaging business built a reputation as an innovative solutions provider in the overseas markets, it remained relatively unknown in the home market. In the absence of proactive marketing, even the company’s existing clients remained unaware of their packaging business.

Seeking to change the status quo and give equal visibility and prominence to its packaging business, Pragati approached IndiDesign to design a new brand identity that would spotlight both their businesses.

Addressing the Challenges
Pragati faced several challenges due to the obscurity of their packaging business, including:

• Diluted Brand Perception: Although a business with diversified verticals, Pragati was being perceived as a single-product brand without its packaging business.
• Loss of Business: Without awareness about its packaging prowess, Pragati was losing a significant volume of business to its more well-known competitors.
• Hampered Growth: Despite offering innovative solutions and deploying cutting-edge infrastructure, Pragati’s packaging business was not achieving its full potential.
• Strategic Gap: Due to lack of awareness, Pragati’s print business faced a strategic gap, losing its competitive advantage.

To address these challenges, Pragati needed a strategic rebranding to reposition its business and unify communication across all channels.

Building on a Strong Foundation – A Strategic TOUCH
Prior to the rebranding, Pragati’s existing identity — a thumbprint rendered in multiple hues — was a fitting representative of the company. It was not only a reference to their expertise in printing but also symbolised their touch in delivering innovative and high-quality print solutions. It also had garnered recognition within the industry, creating a strong association with Pragati.

Recognising its potential as a strong foundation for building the company’s new identity, we took a decision to retain the original symbol, with a few crucial modifications. It also formed the basis for their new brand values. Pragati’s repositioning began with its rebranding: identity, vision, mission, purpose and values.

Changing Perspectives from Within
For Pragati to be known as a company that offers world-class packaging as well as printing solutions, it was essential to start the change from within. The transformation started with new vision, mission and purpose. Including “Packaging”, alongside printing, the company’s new vision and mission clearly articulate the company’s diverse expertise.

Pragati’s new TOUCH values emphasise its new positioning, a provider of state-of-art packaging and printing solutions with a seamless fusion of precision, craftsmanship, and technology. We distilled the essence of Pragati’s new brand positioning into a brand booklet which has enabled the employees to familiarise themselves with the evolution of their branding.

Designing the Mark of Inspiration – The Pragati TOUCH
Pragati’s new identity is an evolution of its older one. It very clearly showcases the company’s core expertise upfront with the addition of “Pack & Print” in the logo. A change in proportions of the symbol and the wordmark has resulted into a balanced identity that accurately depicts the brand’s new positioning.

The shift from multiple hues to a single colour represents stability and Pragati’s expertise, positioning it as an international brand. The new identity shines the spotlight on Pragati’s capabilities as a world-class provider of both, pack and print solutions.

Clarity and Consistency
With the repositioning, we have enabled Pragati Pack & Print to become a streamlined brand with consistent messaging across all its businesses. The Pragati TOUCH has become a mark of the company’s commitment to uniqueness, uncompromising excellence, pioneering customisations, attention to detail, trust, creativity, consistency and honesty.

The new identity positions Pragati as a company focussed on delivering personalised, original, and high-quality pack and print solutions. With Pragati Pack & Print, we have created a brand that is synonymous with excellence and efficiency.