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VIP

BRAND STRATEGY + BRAND IDENTITY

Reinventing travel with a flash

We created a brand new identity for the legacy luggage brand VIP. The new identity captures the essence of the VIP acronym while maximizing the modern logo with a dynamic, crisp, adventurous, and futuristic edge.

Why did a heritage company desire a rebrand?

A market leader in India for 40 years, VIP’s heritage and reliability were solid factors in assuring quality and value for money to its longstanding clientele. VIP desired to rejuvenate its logo, which did not resonate with the new generation’s aspirational mindset.

The logo appeared dated and the brand ethos did not bring to mind a spirit of travel, adventure, and exploration. To reach the millennial generation and to stand out in a contemporary market, we needed to recreate the brand’s identity while retaining its authentic appeal for its existing clientele.

How did we illustrate a lifestyle change?

We freshly positioned VIP as ‘a lifestyle brand that constantly reinvents itself to stay relevant’. We created a new brand identity that is youthful, aspirational, dynamic, timeless, and authentic. Inspired by a comet streaking through the skies, the identity is an empowering symbol for future adventures and explorations.

The acronym was retained to keep the legacy value of the brand while giving a modern spin to the identity design. A high-energy red color was chosen and the logotype was made compact for high recall. The new identity was fitted with a reenvisioned brand personality that is purposeful, refined, and smart, and a futuristic tone of voice that is engaging, smart, and upbeat.

The new VIP

Our rebranding in a rich visual language with strong character and style established VIP as a brand of rapid growth and easy adaptability. VIP’s new brand image of elegant minimalism stands out as a dynamic personality, repositioned to reflect decades of strong brand perception and customer relationships in the luggage industry, while taking forward the brand’s new-age messaging - ‘Ready for Tomorrow’.

Team

Agnishesh Srinivas 
Mohan Godwal
Anwesha Mukherjee
Sujatha Shankar Kumar
Anthony Lopez

Support

Vijay Kumar Soreng
Ajay Sharma

 

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