Overview

AiS — short for Avabodham Institute of Science — is an academic institute preparing students for India’s most competitive exams like JEE, NEET, and CET. While its values are rooted deeply in Indian culture, AiS embraces a forward-looking vision focused on outcomes, discipline, and progress. The founders approached Tangle to bring this balance of tradition and ambition into a timeless brand identity.

The Challenge
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AiS had strong educational intent but lacked a distinct brand that could carry its philosophy with visual impact. The institute needed to stand out in a saturated coaching landscape while honoring its deep-rooted cultural values. The challenge was to create a modern, sleek brand that didn’t feel disconnected from the emotional grounding of Indian education systems.

Our Approach

We designed a unique brand identity system that blends modernity with meaning. The new logo was a central piece — integrating the shape of an “A,” the tip of a pen (symbolizing knowledge), and peacock feathers (a nod to Indian heritage and grace). The entire design language was crafted to be aspirational, disciplined, and rooted — just like AiS itself.We also worked across collaterals, classroom materials, and print assets to build a coherent and recognizable brand presence across touchpoints.


Outcome & Impact

The rebrand gave AiS a distinct identity that stood out in the education space while resonating with students and parents alike. The visual system became a strong anchor for all marketing and internal communication, making AiS feel both credible and deeply rooted. The team at AiS shared how the refreshed identity helped them build a stronger connection with their audience and proudly reflect their values through design.