Celebrity Fashions, a leading exporter of men’s apparels came with the challenging task
of creating a local brand in a highly competitive and crowded men’s fashion category.
As the Creative Director and designer, I identified the task as two-fold. One, to
create a unique brand identity and two, a relevant appeal to the right target audience.
Both had to be true to the brand name and the quality of the product.
Research revealed the existence of a new generation of young, confident Indian
businessmen and professionals, seeking a new international lifestyle and with global
ambitions. Building on this insight, the creative idea perfectly captured the brand
appeal in the tagline, ‘The New Indian Spirit’.
This was distinct from the host of brands all with western imagery, and was also
unique and true to the philosophy of the organization.
From the garment labels and tags, to store signage and advertising visual imagery,
a unified brand language and consistent brand attitude was created. This was carried
through into dealer meets, merchandising and sales collaterals.