Argentina-based design studio Supere Studio has designed and developed the brand new identity
BestMediaInfo Bureau | Delhi | April 15, 2015
Celebrating its 21st anniversary this month, Zee Cinema is set to unveil a brand new identity with a more vibrant, colorful and contemporary look. The new identity will not only enhance the movie viewing experience, but will also aim to target new audiences while appealing to the changing palate of the movie viewing audiences.
Designed and developed by design studio Supere Studio from Argentina, the refreshed packaging is derived from an extensive qualitative research and analysis mapping the consumer behaviour and their consumption pattern. One of the key insights that emerged out of this research was the manner in which cinema is consumed in India. Movies are considered as dream factories that immerse the audiences by making them part of a larger than life phenomenon. Taking a cue from such insights that are in sync with the channel’s core proposition of ‘Movies. Masti. Magic.’, the refreshed brand identity introduces the magical element of a portal that creates an aura of fantasy that resonate the thoughts of millions.
Keeping intact the brand’s key components of yellow and green colours, the new logo of the channel has reversed the dominance of yellow, along with the fresher flavour of green. The added colour scheme of the new packaging exudes dynamism with an interesting splash of colours – red and blue – which amplify the variety showcased on the channel.
Speaking on the new identity, Ruchir Tiwari, Deputy Business Head, Hindi Movie Channels, ZEEL, stated, “Acknowledging with gratitude the adulation that our audiences have showered upon us over the years, Zee Cinema is now entering an exciting phase in its 21st year. Just as cinema has changed over time, audiences’ preference have also shifted in accordance with cultural tastes and trends and Zee Cinema has, always, evolved to keep in sync with these changing scenarios. Keeping this in mind, we have refreshed and modernised the identity while retaining the inherent equity held in the current look and feel. The revamped packaging is designed to heighten the movie viewing experience for our audiences all around the globe.”
“We are also adding many new titles to our vast library, including ‘Singh is Bling’, ‘Khoobsurat’, and ‘The Shaukeens’, among many others. We are also gearing up for the #HDFirst premiere of the National Award winning film ‘Haider’ in April on Zee Cinema HD,” he added.