A dynamic identity for a brand that connects retailers with MSMEs.




Brand Strategy

Brand Identity



"The level of research and involvement Frozen Iris is ready to invest in your brand, is how they do justice to what it really stands for. They gave Aspire the real humanistic touch and the response to our feedbacks came back with 2x better results. The empathy and communication they have with the clients is really appreciable.

For each client they want to do something new, unique and special that would add so much value to the business and especially the brand — and that is exactly why we won't think twice before recommending Frozen Iris."



WholeMark is a tentpole brand that gives MSME manufacturers a real chance to bring their products within the sight and reach of every potential customer through their FSDU units.

With technology driven by purpose, WholeMark enables MSMEs with high quality products to get footholds in offline retail markets, that help them establish and grow into trusted consumer brands.

Challenge & Objective

An FSDU structure is where different brands interact with each other, hence the branding had to be neutral to accommodate different products without creating conflict.

Addressing and communicating with three different target audience - manufacturers, consumers and retailers was the brand’s biggest challenge.

We needed a brand language that could communicate the right message with the right emotion to the right audience.

The one question we constantly asked ourselves throughout this project:
How could we use branding to address and improve the performance of ambulance?

Our Approach

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We tried to derive the entire brand language from the FSDU structure and introduced clear codification so as to


The entire branding revolved around the primary functioning of the brand — bringing high quality MSME products to the end consumers through FSDU.

The final identity is a reflection of FSDU structure and represents the movement of stock/product from Manufacturer to the End consumer.

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Project Team

We pride ourself on this in-depth exploration of various elements for this project. Our projects are created with precision and subtlety, and every design decision is made with an intent that generates value in its usage.

Shubham Das

Intern, Graphic Design

Shiva Siddarth

Lead, Operations

Renukha Padmanabhan

Graphic Designer

Vignesh Arullingam

Sr. Content Designer


Lead, Content

Interested in knowing more?

Get in touch with us to know more about the research, process that went into this project and also to access our own guideline document on ambulance branding.
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