Branding (Re-Branding)/Visual Identity Scheme
Client Micromax / Yu Televentures Pvt. Ltd (Secondary Client)
Brand YU
Agency Brand Union
Brand History Micromax has built a huge brand in India in just 10 years. They have challenged Samsung and have become the #1 brand in Indian mobile handsets in India. Micromax mimics a new age and successful start up through their culture which is dynamic, confident and bold. Given their success in their game, they planned to launch a new mobile phone brand – YU which is sold only online.
The task at hand was to bring alive the ‘nothing like anything’ culture of Micromax through YU’s innately creative and evolving spirit. The aim was to create a fresh and bold identity that captured the spirit of the energetic and young digital natives and innovation-hungry techies.
Representing a new wave of thinking in an increasingly digital world where devices are our identity, we believe that YU is an enabler allowing you to do more than you thought possible. When it comes to making a statement, simplicity stands out in a sea of complexity. Inspired by this idea, we created an identity made up of basic shapes that come together to express different codes of creation.

YU by Micromax