Why Branding and Logo Design Matter: Lessons from SuperYou’s 100 Crore Playbook?

Here’s a full blog post on the importance of branding and logo design, directly inspired by insights and stories from Nikunj Biyani (Co-Founder of SuperYou).

Branding isn’t just about a logo. It’s about who you are, what you stand for, and how you consistently live up to your promise. In the Indian FMCG market, where mass brands often blend into a noisy spectrum of choices, building a standout brand requires clarity of purpose, consistency, and expert attention to design.

Branding Begins with Your Story and Values

When Nikunj Biyani started SuperYou, he wasn’t aiming to be just another player in the protein bar business. The team obsessed over questions like: “What should our unique narrative be? How will we differentiate?” The mission: stand for “better-for-you” snacks that deliver on taste and value without being expensive.

It’s not enough to say you’re “healthy” or “fun”—your brand needs to offer tangible and perceived value. Tangible value comes from actual benefits—ingredients, nutritional profile, price. Perceived value is shaped by everything from packaging and logo to the feeling your brand evokes when a customer picks it up: “Does this feel premium? Authentic? Exciting?”

Pick Your Lane and Stay Consistent

“You have to pick a lane—your brand cannot be everything to everyone,” Nikunj explains. SuperYou decided to focus on taste-centric, better-for-you snacks. The brand’s promise isn’t focused only on health or price, nor does it try to appeal both to hardcore biohackers and casual snackers. Instead, SuperYou carved out its audience and delivers repeatedly to their expectations.

Consistency is vital. What you stand for must be reflected in your communication, your products, your design—every touchpoint. Customers learn to trust brands that deliver the promised experience every time.

The Logo: More Than Just Graphics

A logo does more than look good—it is a visual embodiment of your brand’s energy and values. Nikunj shares how SuperYou’s logo might look like a standard font at first, but its tilt represents largeness and boldness, inspired by co-founder Ranveer Singh’s zest for life. Cut-off edges on the logo symbolize the idea that “you shouldn’t fit into a box”—embracing individuality and uniqueness.

Colour choice (bold red, in-your-face) was not random; it was meant to make SuperYou stand out at a party rather than blend into the background. Design elements are a language—if used intentionally, they turn a logo and a pack into a powerful statement about what your brand stands for.

The Importance of Expert Collaboration

Although AI tools can churn out logos with the right prompts, SuperYou chose to invest in design experts who could translate intangible brand energy into visual identity. “I would still go to an expert and pay extra money,” Nikunj admits, “because something like a logo is going to live with you for a very long time.” The right design team “lives and breathes” branding—they bring nuance no algorithm can mimic.

The Role of Packaging and Perception

Consumers judge products before they taste them. SuperYou’s packaging led people to assume a higher price—when they saw it on the shelf at 60 rupees, there was delight and surprise. The packaging and logo set expectations; the product experience needs to deliver on them. If design signals premium quality, and taste matches it, customers return.

Brand Guidelines: Consistency Is Key

Nikunj reflects: “I didn’t value [brand guidelines] enough earlier. Speed is important, but sticking to visual rules is even more important.” A consistent look—font, colour, proportionality—builds trust and recall. Even subtle design shifts can distort perception through “neural linguistic programming.” Frequent inconsistency weakens the brand.

Expectations and the Psychology of Branding

Branding is a contract of expectations. If you want premiums, convince your customer—why does your product cost more? Are you offering trust, reassurance, or a unique experience? You must answer two central questions: Who are you? What do you offer? Everything from logo and design to communication must reflect these answers.

Final Takeaways

• Choose your audience and promise, then stay consistent.
• Invest in expert design for logo and packaging—cheap shortcuts rarely pay off long-term.
• Every aspect of design should serve your brand’s story and positioning.
• Consistency in design, messaging, and value builds trust—and repeat business.
• Branding is a discipline; pay attention to the intangible signals you’re sending.

In today’s world, noisy markets reward only the brands that deliver unique value, memorable impressions, and unwavering consistency.

Inspired by the SuperYou journey: From ideation, design, and narrative to a ₹100 crore brand that lives its promise in every logo and pack.

References:
Interview with Nikunj Biyani, SuperYou, “How to Build a ₹100 Cr Brand: Brand Building Secrets from SuperYou’s NikNikunj Biyani