Designing an elevated Indian fast-fashion brand that rivals international competitors like H&M and Zara
CLIENT
Reliance F&L
ROLE
Director, Brand & Design
TYPE
Brand Name, Brand Narrative, Identity Design
AGENCY
Elephant Design
CHALLENGE
With India's apparel market estimated at $59.3 billion in 2022 and over 300 fashion brands already established, the challenge was to create a distinctive identity for a new Indian mass-premium fast-fashion brand. This brand needed to compete with international giants like H&M and Zara while providing a superior retail experience. The task was to design a name, logo, and visual identity that underscored the brand's futurism, fashion-consciousness, and incorporation of new tech interventions, thus setting it apart in the competitive landscape.
STRATEGY
Gone are the days of conservative spending and traditional non-indulgent lifestyles! With access to the latest trends, India's youthful population believe in making fashion their own, blending international codes of fashion with the Indian flair for colour and craft.
Leveraging changing consumption patterns, the brand was built on the tenets of choice, personalization, innovation, and an omnichannel experience. 'Azorte' symbolized the limitless assortment of fashion and every-evolving trends for women, men and children. Azorte looks at Indianness as an every evolving idea.
DESIGN
By embracing simplicity and adaptability the Azorte identity captured the promise of limitlessness. To boost brand visibility and recognition, we focused on a singular, distinct element for Azorte's identity: the 'O-dash'. This motif embodied the rising youth and a portal to access the latest trends. Adaptable across media, from retail to hoardings to social media templates, it allowed for playfulness yet consistency in branding. Teal was chosen as the brand color for its sophistication and unisex appeal, standing out amidst industry norms of black and white.
Our design solutions were rolled out at scale, ensuring a significant presence in retail environments and solidifying Azorte's position as India's premier fast-fashion destination.