ecom express
entered as a working business with a logo already in place. But branding is not a logo. A logo is hardly a couple of percent of the real work. The real work is making the mark recognizable, building trust with stakeholders, and creating systems that help the brand show up with authority everywhere it matters.
After Beryl stepped in, the shift was visible across every touchpoint.
1. BigShift was built as a full scale seminar for the top 500 corporates and startups, conducted by Economic Times, and every deck, including the CEO presentations, was designed by Beryl.
2. New sub brands were launched for key business verticals like storage and same day delivery, so each offering could speak clearly to its own audience.
3. Two digital products were built to widen reach and credibility, Bulls AI as a geo locating AI app, and Orbit as a consumer facing platform at orb.it.
4. And most importantly, the brand scaled to a pre IPO stage and then delivered an all cash exit of 1400 crore, a rare outcome that reflects not just growth, but trust at enterprise scale.
That is the power of branding that goes beyond identity.
When systems are designed in, scale becomes natural.
The Context: When a Logo Exists But a Brand Is Still Missing
ECOM already had a logo and a functioning business.
What it needed was recognisability, credibility, and stakeholder clarity.
Branding here was not about redesigning a mark.
It was about building the public facing system that makes a company feel inevitable.
The Challenge: To Make the Brand Visible to the Right People
The brief was not cosmetic.
It was strategic.
ECOM needed to be seen by
enterprise decision makers
startup ecosystems
partners and institutions
and future investors
The company had to show up with authority, consistency, and scale.
The Insight: Why Branding Is a Growth Lever, Not a Design Output
Branding is how you reach different stakeholders and address them with precision.
It is not one brand, one logo, one website.
A modern enterprise grows through multiple narratives, products, and verticals.
Each needs its own clarity.
We approached Ecom Express as a multi stakeholder brand system.
Our strategy revolved around three principles
– Purpose. Build recognisability and institutional trust
– Design. Create consistent touchpoints across channels
– Tone. Enterprise ready, credible, and scalable
The goal was simple.
Make ECOM feel bigger, clearer, and more investable.
The Strategy: Build a Brand System, Not a Brand Asset
BigShift. Designing Authority Through a National Stage
We designed a full blown seminar called BigShift.
A platform aimed at the top 500 corporates and startups in the country.
Conducted by Economic Times.
Beryl designed the entire event communication system.
Every PPT deck, including the CEO presentations.
Every content narrative that represented the brand on stage.
This was not marketing collateral.
This was credibility at scale.
Sub Brands. Clarity for Each Business Vertical
ECOM needed vertical clarity, not one umbrella that confuses everyone.
We helped launch separate brands for key activities
– storage as a distinct offering with its own brand language
– same day delivery as a separate brand with clear positioning
This allowed each vertical to speak to its customer without dilution.
We built digital products that expanded both utility and perception.
– Bulls AI, a geo locating AI app designed as a brand and a product experience
– Orbit, a consumer facing platform built as orb.it, designed to widen reach and adoption
These were not side projects.
They were brand multipliers.
Product Branding. When Tools Become Trust Signals
ECOM progressed to a pre IPO stage
the brand became more recognisable to enterprise and institutional audiences
stakeholder communication became consistent across events, products, and verticals
the company achieved an all cash exit of 1400 crore, a rare, high trust outcome
Branding here was not aesthetics.
It was enterprise readiness.
The Tangible Impact. When Branding Showed Up in Business Outcomes
The work created measurable business leverage.
The Achievement: From Visibility to Exit
ECOM did not just grow.
It matured.
It moved from being a business with a logo to a brand with systems.
From internal capability to external credibility.
For Beryl, this case proved that branding can influence outcomes that sit at the highest level of business achievement.
What This Means for Enterprise Branding
Enterprise branding is not about one identity.
It is about how the brand behaves across ecosystems.
Events, products, sub brands, decks, videos, sales collateral.
Every touchpoint either builds trust or leaks it.
ECOM shows what happens when every touchpoint is designed with intent.
Our Perspective: Why Branding Is Not Just Logo
A logo is a doorway.
Branding is the entire building.
When stakeholders meet a company through multiple moments, consistency becomes credibility.
And credibility becomes scale.
What We Delivered
BigShift event branding and full presentation system
CEO and leadership decks, content and design
sub brand strategy and identity for key verticals
Bulls AI product branding and experience design
Orbit consumer platform design and brand system
videos and sales collateral across business functions
Each deliverable strengthened recognisability and trust.
Beryl works across identity, product, storytelling, and enterprise communication systems.
We design brands the way companies actually grow, through multiple stakeholders and multiple touchpoints.
That is why Ecom Express did not just look better.
It performed better.
The Beryl Edge
Branding is not a task.
It is a growth system.
ECOM reminded us that when you design the whole ecosystem, outcomes can reach the highest level, including a 1400 crore all cash exit.
What We Learned
FAQs
Why is branding not just a logo
Because stakeholders judge the company through many touchpoints, not one mark.
What was BigShift and why did it matter
A national level seminar conducted by Economic Times, built to signal authority and credibility.
Why create sub brands for verticals
To give each offering clarity and avoid audience confusion.
What role did Bulls AI and Orbit play
They expanded reach and built product led trust beyond the core brand.
What was the biggest business outcome
ECOM reached pre IPO stage and achieved a 1400 crore all cash exit.