SOLUTION

Contributions

As a brand designer I helped them in deciding the new face and visual language of their brand. The branding was inspired by ‘Gen-next’. I also worked on their Look Book and Fashion Week Promo Reel for their new collection ‘REbuild’ launched at the Lakme Fashion Week: Season Fluid 20-21.

Design Rationale

Exploring unevenness, unpredictability but still encouraging HOPE for the future. The branding is inspired by and for 'Gen-next' using arrows. To be human is to adapt, to change and to evolve and that's what the brand does, it REbuilds. Their collection, tells the tale of each woman, who re-stacked the scattered fragments of her life, just like a game of Jenga and interpolates them into something beautiful.

Their branding was kept clean and minimal with the initials popping out. The logo displays arrows in all directions to showcase diversity and freshness. Most importantly triangles represent constant change which the brand manifests. Colour palette was kept earthy to represent the roots of the brand since it works with local artists and sustainability.