▶05
Brand Identity
&flix | &Privé HD | Zee Café
2016-2017
·
Premium positioning
Zee english cluster - multi-channel brand architecture
Overview
A comprehensive rebranding project for Zee Entertainment's premium english channel cluster, repositioning three distinct channels with unified yet differentiated brand identities.
THE PROJECT INVOLVED CREATING NEW BRAND ARCHITECTURES FOR &FLIX (HOLLYWOOD BLOCKBUSTERS), &PRIVÉ HD (PREMIUM CINEMA), AND ZEE CAFÉ (LIFESTYLE & ENTERTAINMENT), EACH WITH UNIQUE POSITIONING WHILE MAINTAINING COHESIVE CLUSTER SYNERGY.
(PROJECT DETAILS)
Client
Zee Entertainment Enterprises Ltd
Role
Creative Director / Brand Strategist
Channels
&flix, &Privé HD, Zee Café
Deliverables
Brand Identity, On-Air Design, Launch Campaigns
Context
Zee's english entertainment channels were facing intense competition from international broadcasters and streaming platforms. The existing brand identities lacked differentiation and failed to communicate each channel's unique value proposition.
The cluster needed a cohesive yet distinct brand architecture that would strengthen individual channel positioning while creating synergies across the portfolio.
Objective
Rebrand three channels with distinct yet complementary identities
Create premium positioning for each channel in its category
Develop comprehensive on-air design systems for all three channels
Increase viewership and strengthen brand recall across the cluster
Establish market leadership in premium english entertainment
Strategy
Positioned as the destination for latest Hollywood blockbusters and franchises
Created bold, cinematic visual language with dynamic motion graphics
Developed energetic, youth-focused brand personality
Positioned as India's ultimate luxury movie experience
Designed sophisticated, elegant visual identity emphasizing exclusivity
Created premium on-air packaging for critically acclaimed films
Repositioned as lifestyle-focused entertainment destination
Developed warm, contemporary visual language reflecting modern living
Created content pillars: Series, Movies, Lifestyle, Food
Led simultaneous rebranding across three channels
Created comprehensive brand guidelines and on-air design systems
Produced launch campaigns, channel idents, and promo packages
Developed cross-channel marketing strategy maximizing cluster synergy
Impact
60%
Brand Recall Increase
35%
Viewership Growth
3
Channels Rebranded
Successfully launched three distinct yet complementary brand identities
Achieved 35% increase in combined viewership across the cluster
Increased brand recall by 60% within six months of relaunch
Won multiple industry awards for channel branding excellence
Established Zee English Cluster as market leader in premium entertainment
Created scalable design systems supporting ongoing content launches
Strengthened advertiser perception and premium inventory positioning
Brand development and on-air design system
