A complete brand system for one of North India’s leading diversified conglomerates.
LOCATION
Rajpura, Punjab, India
SCOPE
Naming · Brand System · Logo · Tagline · Stationery · Brochures · Outdoor · Cement Packaging · Print Advertising · POS Material · Digital
INDUSTRY
Building Materials
the brief
A new name for a category that never changes.
Launching a cement brand from scratch is one of the hardest branding challenges there is - a commoditised category where most players look and sound identical. Asian Fine Cement Pvt. Ltd. needed more than a name. They needed a brand that could command shelf presence, earn contractor trust, and signal quality in a market that judges products by reputation before performance.
what we did
Built to be seen, built to be remembered.
We started with the name. Duraton — built on the idea of durability and endurance — gave the brand an immediate, intuitive identity that worked across languages and markets in North India. The name led to a clean, confident visual system designed to travel across every surface a cement brand occupies: the bag, the truck, the billboard, the site hoarding, and the dealer's shop front. The tagline India's Most Advanced Cement gave the brand an aspirational position from day one.Every touchpoint was considered - from the cement packaging that sits on a retailer's shelf to the outdoor that commands a highway. The tagline India's Most Advanced Cement gave the brand an aspirational position from day one.
the result
A brand built not just to launch, but to last.
Duraton launched its first batch of deliveries in February 2018 with a complete brand system in place — ready to compete from the first bag. The brand went on to establish a strong market presence across North India, contributing to the growth that saw the parent company acquired by the Adani Group for USD$100 million.
