Design Management - TATA NANO

The Project Crux

Research & Brand

Exploration & Analysis

Insights & Strategic Vision

Output: Visual & Video Assets

Research Framing

🔍 Study Method: Applied the Kapferer Brand Identity Prism to examine Tata Nano’s identity facets: Physique, Personality, Culture, Relationship, Reflection, Self-Image

Context: Nano struggled with being known as “the cheapest car,” hurting its aspirational appeal

Brand Positioning Issues: Identified disconnects—e.g., too utilitarian, lacked pride & emotional resonance

Audience Insight: Needed to shift Nano’s image toward “smart, modern, aspirational” rather than merely affordable

💡 Repositioning Goal: Transform brand into “aspirational city-smart car.” Invoke innovation, pride, and relevance to younger buyers

💡Brand Prism Alignment: Reinvent Personality, Reflection, Self-Image—reflecting confidence, youthful smartness, trust.

Deliverables: 🎞️🎬

Poster: Showcases revamped brand identity—modern visuals, aspirational tone, emotional connection.
Brand Video (Ad): Story-driven, emphasizing smart lifestyle, innovation, emotional narrative.

🔄 User Needs: Desire for mobility that’s not just affordable, but dignified and identity-affirming.

📖Iterative Design: Used audience insights (aspirational drivers) to shape messaging & visual tone.

📝Narrative Design: Communicated repositioning through emotional storytelling, visually and narratively.