How to Create a Visual Identity for a New Product: A Step-By-Step Guide

This article has been contributed by Shriya Seshadri, Founder and Creative Director, Summer Owl Studio.

Before every blockbuster movie, there’s a story. A narrative that convinces investors of its potential and captivates viewers with more than just star power or high-budget effects. People connect with narratives. A strong personality can persuade, while certain traits in another might create an instant aversion.

To crack the visual identity for your brand, you need to start by laying down a solid foundation. A story that becomes your creative compass.

From the colour palette you choose to the typeface that defines your brand, it all comes down to one essential question: how do you want your brand to come across? Do you want to feel like Disney, where everything exudes playfulness, whimsy and magic? Or would you rather be more like Tesla, clean, minimal and sharply futuristic?

In this guide, we’ll walk you through the process of creating a visual identity that not only reflects your brand’s narrative but also genuinely connects with your audience. Whether you’re launching something new or reworking something old, this framework will help you create a brand identity that feels consistent, intentional, and impossible to ignore.

It really just comes down to answering three simple questions. But answering them well.

1. Who’s Your Audience

People don't just buy products or services. They buy how something makes them feel. If you can't tap into your audience’s psyche and tailor your communication to them, you're just throwing ideas into the void.

Start with:

• Who are my ideal customers?
• What are their needs, preferences and pain points?
• How do they engage with brands similar to mine?

Once you start seeing the world through their eyes, you can build a brand that actually sticks.

Take Birds of Paradyes. This hair colour brand didn’t reinvent the wheel. But what they did do is look at the Indian market and ask, “What’s missing here?” The answer: representation and relatability.

Even the name plays with a sense of rebellion and belonging. “Birds of a feather flock together.” Hair colouring in India used to be seen as offbeat or edgy, something not everyone felt confident trying. Paradyes changed that. Their packaging is loud and proud. The illustrations on their packaging feature brown-skinned women confidently owning their colour choices. It's not just hair dye. It’s a form of expression. And it works, because it was made for the people who needed to see themselves on the box.

2. Where Are You Based

Your brand doesn’t exist in isolation. It exists in culture. And cultural context matters now more than ever.

Does your brand name mean something strange or inappropriate in a regional language? Does your colour palette connect with or conflict with local symbolism? These things might seem minor, but they can quietly shape how people respond to your brand.

Let’s take a look at Paper Boat, for example. This Indian beverage brand didn’t try to look international. They leaned into everything local. The name immediately pulls you into a memory. Rainy days, muddy puddles, and childhood. Their drinks reflect that same familiarity – Aam panna, jaljeera, thandai. Their packaging feels very desi, with their vibrant colour palette and simple illustrations. 

Paper Boat feels like it belongs here because it was designed with context. And that’s what makes it feel so real and so relatable.

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3. What’s Your Story

Now that you know who your audience is and where your brand lives, it’s time to look inward. Your story is the why behind it all. It’s what keeps everything connected.

This is also where you define your product’s purpose. What problem are you solving? Why does this product deserve to exist? What makes it different from everything else in the market?

Ask yourself:

• What inspired you to create this product?
• What challenges did you face and overcome?
• What makes your journey yours and no one else’s?

A strong story becomes the thread that ties all your visuals together. Without it, even the best design will feel hollow.

Take BookMyShow – they turned ticket booking into something exciting. Their entire brand is built around the promise of entertainment. From the second you land on their app or website, you feel it. The visuals are energetic. The typography feels bold and loud. You can almost hear the crowd before the concert has even started. That’s storytelling, and it’s what makes their brand feel alive.

Let your story take the lead. Let it shape your tone, your visuals and your design decisions. When your narrative is clear, everything else becomes easier to map out.

Bringing It All Together: Design and Consistency

Once the foundation is in place, it’s time to bring your brand to life visually.

Start with your logo. This is often the first thing people see, so it should feel intentional. Remember, it’s always going to be functionality > aesthetics. So, keep it simple, memorable, and reflective of your brand’s personality. Whether it’s a logotype, an icon, or a symbol, make sure it works across all formats – from a website header to a circular Instagram profile picture. Scalability and adaptability are of the essence. 

Next, your packaging. If you're launching a physical product, this is a huge part of your visual identity. Good packaging is more than just pretty. It’s purposeful. It should reinforce your brand story and make your customer feel something before they’ve even tried the product. And, remember, it is not important whether you like it; the real question is, will your target audience like it? 

And finally, social media. This is where your visual identity gets tested daily. It’s not enough to look good just on launch day. Your brand needs to stay recognisable across different formats and types of content. Create a bank of templates. Set guidelines for photography, tone of voice, and even what kind of emojis you use. Consistency doesn’t mean sameness, it means coherence.

Whether someone sees your Instagram post, unboxes your product, or visits your website, they should immediately feel like they’re interacting with the same brand. Otherwise, you're setting up your brand to be confusing and ultimately forgettable. 

Final Thoughts

Creating a visual identity is not about picking trendy colours or playing with type. It’s about building something that feels intentional, consistent, and rooted in a clear sense of purpose.

By asking three simple questions — who’s your audience, where are you based, and what’s your story — you give your brand a foundation worth building on. The rest, from logos to packaging to your Instagram grid, becomes a series of smart decisions that align with that foundation.

So take your time. Be honest about your answers. And let your story show up in every detail.

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