Future Group was looking for launching a lifestyle apparel brand creating a space between sports wear and casual wear. This was coming from a strong insight of the dressing habits of Indian tier two town youth. They were spirited however never found a dress code that is body-perfect and affordable at the same time. The whole brand thought; based on imbibing passive to active spirit had to be built through visual identity.
Born out of the lively squiggles, and morphed till it touches the life of the target audience, the entire brand identity & language worked far efficiently. Delivering the true spirit at all times, helped the brand team launch the brand with undoubted success across the country. It did help make the brand create ‘active wear’ the space between sports wear and affordable casual wear successfully.
Role: Concept, Art direction
Credit: DMA Branding