New FMCG Brands, more often than not, need to establish themselves with limited budgets in markets dominated by existing brands. It follows that if they have to meet with any success they need to be highly differentiated. Icarus begins the process of New Brand development by getting involved at the naming stage. Names considered have to be suitable within the category, be distinctive, be memorable, and be easily pronounceable and understandable. A psychographic analysis usually pinpoints the higher order values, which the category fulfills, and vacant spaces if any in the competitive environment, which the New Brand can service. Our own understanding of the entire world of consumption of the brand along with an idea of where the brand needs to differ critically from its competitor/s allows us to define a route to a new and distinctive identity. This differentiated identity often rests on a differentiated new product, which it then emphasizes. The client's Portfolio of Brands and Brand Architecture are used to further locate the New Brand within a meaningful set of values and associations. Icarus designs the Brand Identity, the Pack Graphics, the Structural Pack and through a Brand Manual also defines the way in which the New Brand will make its presence felt.	Brand Repositioning Brand Extensions New Brand Development Structural Packaging Jaguar It's not a beer, it's not a wine…. it's a new animal. Indi Twist We are like that only….. Kala-khatta and Vodka.