ESSEL MINING-ADITYA BIRLA GROUP
Brand strategy, name and identity for a ferroalloy business.
Services
BRAND ESSENCE
BRAND NAME
VISUAL IDENTITY
VERBAL IDENTITY
GUIDELINES
Client
ESSEL MINING - ADITYA BIRLA GROUP
Collaboration
NA
Location
MUMBAI
Challenge
Though Ferro Vanadium (FeV) played a vital role in enhancing steel performance, it was treated as a hygiene-level B2B commodity in India—necessary but lacking brand distinction. For Essel Mining, the opportunity lay in changing this narrative by building a strong, differentiated brand identity for FeV. What set them apart, but was not emphasised enough was the highly sustainable production process, an inherent strength of Essel Mining. The challenge was to transform FeV from a commodity into a brand that built equity, drove value, and commanded a premium in steelmaking and specialty alloys.
Approach
By reframing FeV not as a commodity but as a catalyst for progress, we leveraged the opportunity to position a brand that redefined category leadership—promising not only in technical excellence but in emotional value, industry partnerships, and sustainable impact. Next followed the combining of ferro+vanadium to arrive at Ferovium as a brand name. Via the unique, highly sustainable production process, the brand spoke to both performance and responsibility, resonating with our steel clients catering to high-impact sectors like defense, aerospace, and infrastructure.
The Ferovium logo unites ferro and vanadium through the shared ‘v’—a symbol of strength, collaboration, and progress. Its rising form reflects how small inputs create lasting impact, while precision angles and gradients signal accuracy and seamless partnership. The italicised lowercase wordmark conveys forward momentum, balancing innovation with approachability.
The colour palette included a purple that reflected preciousness and green stood for sustainability—blending together seamlessly and anchoring Ferovium as a trusted partner in building what lasts.
With sustainability at the core—it drove the chemical process of reducing mother liquor, reusing chemical residues, and embedding circularity across operations. This Waste-to-Value approach set the making of Ferovium apart, proving that efficiency and responsibility can go hand in hand. Every step was meticulous, every detail deliberate—resulting in a product that delivered peak performance while protecting what lasts.
Ferovium’s messaging is anchored in Gimlet Sans Variable, a contemporary sans serif from Adobe Fonts. Its clean, geometric structure ensures clarity, while subtle character details bring warmth and distinction. With a wide range of weights for flexibility across print and digital, the typeface reflects Ferovium’s balance of precision and personality—professional, future-focused, and human-centred. The imagery embraces a raw, industrial yet stylised aesthetic—conveying precision, strength, grit, and progress. Dynamic shots highlight both the power of process and the human effort driving it, creating visuals that feel authentic, rugged, and forward-moving.
Ferovium speaks with clarity and conviction—confident, never arrogant. Its voice is progressive, not complacent, always looking ahead to what’s next while staying grounded in purpose. It is inspiring without being submissive, motivating action through vision and trust. And at its core, it is conscious, not careless—aware of its impact, deliberate in its choices, and committed to responsibility in every word and action. All key collaterals and interventions integrate the core brand elements—logo, typography, colour palette, imagery, and the graphic device—applied across consistently. Together, these elements create a structured, disciplined and recognisable visual identity.
At Essel Mining, sustainability is not an afterthought but a principle built into every decision, process, and innovation. It guides how the organisation sources, produces, and grows—ensuring progress never comes at the planet’s expense. Across its environment— promoting it is a responsibility that goes beyond business, building a future where performance-preservation move forward together.
