Apeejay Surrendra Group is a family owned industrial conglomerate in India with businesses spanning tea, shipping, hospitality, real estate and retail. To mark its centenary year, the Company appointed tsk Design to redesign and streamline its corporate identity program. Honoring the Company’s 100 year legacy, the brief was to take an evolutionary approach. While retaining the essence of the old, we made subtle but significant changes, creating a new brand mark that is aligned with the times. The Mark reflects an organization that is both solid and entrepreneurial, committed and forward thinking.