A freshly painted wall has a smell. A sound. A feeling.
It echoes laughter from a family moving into their first home. It holds the handprint of a child growing taller. It witnesses seasons of festivals, celebrations, and quiet evenings.
Colour, in India, has always been more than decoration, it’s emotion.
When Rajyog Paints approached Optimist, they weren’t just seeking a rebrand. They were seeking meaning — a way to become part of people’s memories, not just their walls.
They wanted to move beyond being a product and become a presence in people’s lives.
Through our discovery process, we noticed a simple truth:
People remembered Rajyog’s colours, but not what they felt.
In India, painting a home is never a routine maintenance task, it’s a ritual of new beginnings. Yet most paint brands focused on performance and durability, not emotion.
That gap between product and feeling was Rajyog’s biggest opportunity.
We asked:
What if a paint brand could become a memory maker, a storyteller of emotions, festivals, and family bonds?
This insight became the foundation of our strategy.
Our approach followed the Optimist three-step brand philosophy — Discover, Design, Deliver.
Step 1: Discover the Emotion
We explored the heart of Indian homes, how each shade mirrors a life moment:
From these moments, we found Rajyog’s emotional core:
“Har Rang Mein Ek Kahani Hai.”
(Every colour carries a story.)
Step 2: Design for the Emotion
We crafted a visual and verbal identity that radiated warmth, optimism, and Indian nostalgia — yet felt contemporary.
Step 3: Deliver it Everywhere
From packaging and dealer boards to campaign visuals and motion films, we made sure Rajyog’s story lived across every touchpoint.
Reimagining Rajyog Paints meant designing not just a brand — but a feeling of home.
We started with colour.
The new palette drew inspiration from India’s daily poetry — marigold flowers, festive diyas, wet earth, and morning sunlight. These hues were soft, human, and hopeful — evoking familiarity without losing freshness.
Typography followed suit — rounded, approachable, yet confident. Every letter spoke the language of comfort and trust.
Imagery focused on real homes and people — not perfect catalogues. We wanted walls that looked lived in, not staged. Families laughing, diyas glowing, a child’s crayon marks on a corner — every frame told a story of belonging.
It wasn’t design for aesthetics. It was design for emotion.
Once the new identity was established, it was time to bring it to life.
Campaign Evolution
We shifted Rajyog’s communication from “features and finishes” to “feelings and festivals.”
Our festive campaigns became emotional bridges between colour and culture.
Case Highlights:
Across platforms, Rajyog’s visuals now pulsed with life. The subtle transitions, micro animations, and dynamic typography turned colour into a living experience, a motion identity.
This new storytelling style made Rajyog’s campaigns feel human, real, and shareable, igniting online engagement like never before.
The transformation wasn’t just aesthetic, it was deeply human.
Dealers began using emotional storytelling in their conversations with customers, no longer selling “paint,” but helping people choose “the colour of their next chapter.”
Customers engaged differently, too.
Instead of reacting to discounts, they began commenting on memories — “This reminds me of our old home,” “We painted this shade for our daughter’s room,” “That Diwali ad made us cry.”
What began as a brand identity project evolved into a human identity movement, where emotions became Rajyog’s strongest currency.
And that’s the power of emotional branding: emotion → trust → recall → preference.
Before Optimist: Rajyog Paints was a reliable paint company.
After Optimist: Rajyog Paints became a feeling of home.
It was no longer about product attributes, but about emotional association.
Rajyog’s new identity gave the brand a personality, warm, empathetic, rooted in everyday Indian realities yet forward in expression.
Their tagline, “Har Rang Mein Ek Kahani Hai” became more than a line, it became their brand philosophy.
Dealers proudly displayed new posters. Homeowners shared social posts using Rajyog’s shades. The brand became part of how people described their spaces and themselves.
Rajyog wasn’t just in homes.
It became of homes.
At Optimist, we believe brand transformation isn’t about changing a logo or tagline, it’s about changing what people feel when they encounter your brand.
Rajyog’s journey proved that when a brand connects with human emotion, it moves beyond relevance, it becomes memory.
From wall colour to warmer memories, we turned everyday walls into stories that stay.
That’s what happens when strategy meets soul, and when a brand begins to speak the language of the heart.
