The Background

Primarily known for manufacturing, selling and servicing of Concrete Mixers and Man & Material handling equipment, Esquire Machines Pvt. Ltd. carved a niche for itself in the field of construction equipment. Found in the year 1975, the Company has established an enviable network and strong reputation in India, Middle East, Africa and Sri Lanka with its indigenously developed and in-house manufactured construction equipment. A well-established name in the international market, were they perceived as one?

The Problem

While a legacy that’s 40 years strong builds trust, an outdated identity left a poor impression, especially when competing with international players. There was a need to revamp the brand’s image and ensure that it was at par with global expectations. However, this needed careful planning considering that the old identity was firmly cemented in the local market. Our challenge was to ensure smooth acceptance of an identity change without any adverse reactions.

The Solution

The aim was to give out a concrete message of strong values as well as advanced solutions. The new brand identity was created keeping in mind the company’s attributes, values, purpose, strengths, and passions. The core philosophy at Esquire was ‘Don’t Accept Defects, Don’t Produce Defects & Don’t Sell Defects”. This lead us to craft the tagline – Reliability. Built In. The new identity was supported with internal communication, mailers and posters to reinforce the change.

Revamped Identity
ESQUIRE Before After
Branded Collaterals

Stationery Design

Brand Manual

Print Ads


Posters & Emailers

Internal Communication

Festive Emailers

Swachh Bharat Campaign

Space Design