Overview:
The goal of this project is to create a cohesive and consistent visual identity for Tasva Menswear. This includes the development of floor & wall fixtures designs, trial rooms and graphic elements such as patterns and imagery.
The resulting design should accurately reflect the brand’s values, personality, target audience, and should effectively communicate these qualities to customers through all touch points, keeping a low CAPEX cost.
The resulting design should accurately reflect the brand’s values, personality, target audience, and should effectively communicate these qualities to customers through all touch points, keeping a low CAPEX cost.
The Opportunity:
The Indian consumer has evolved over time.
They seek more meaning and expressiveness through their choices.
They find dissonance in the disconnect between their natural selves & ‘traditional’ stereotypes.
The shift in consumers’ mindset is not served by the stagnant sameness of the existing Indian celebration-wear segment. The opportunity lies in a refreshed view of the celebration space, and the individual’s evolved relationship with it.
They seek more meaning and expressiveness through their choices.
They find dissonance in the disconnect between their natural selves & ‘traditional’ stereotypes.
The shift in consumers’ mindset is not served by the stagnant sameness of the existing Indian celebration-wear segment. The opportunity lies in a refreshed view of the celebration space, and the individual’s evolved relationship with it.
The Competitive Segment:
The existing Indian celebration-wear segment (mass segment) is marked by similarities across product & communication. – Fixed and dated imagination of individuals in the context of traditional wear.
– Focus on fitting in to the mould for traditional settings.
– Brands offering an undifferentiated aggregation of products.
– Focus on fitting in to the mould for traditional settings.
– Brands offering an undifferentiated aggregation of products.
– No overarching brand philosophy across brand expressions.
