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Libas

BRAND STRATEGY + BRAND IDENTITY

Rebranding India's leading ethnic wear brand.

We rebranded the Indian ethnic wear brand Libas by repositioning it in the highly competitive, fragmented and crowded market, shifting it from an
e-commerce driven homegrown retailer to a contemporary fashion brand that feels liberating for women.

Why did Libas want a rebrand?

Libas is a legacy brand for Indian garments inspired by traditional prints and handcrafting. Since its inception in 1995, Libas has held its position as one of India’s leading e-commerce ethnic wear brands,  maintaining a stellar consumer experience, positive perceived value, and quality products. 

With evolving trends in lifestyle and personal aspirations of Indian women, Libas sought a new brand Identity to carve an exclusive position in the market with a fresh and youthful image to make a landmark entry in the retail market. 

How did we redefine the ‘Libas woman’?

Libas puts women at the center of everything. A ‘Libas woman’ is visualised as one who dreams, celebrates, creates, and enjoys life with natural fabrics, functional silhouettes, and premium quality details. 

Our new identity for Libas brings a touch of freshness, vibrancy, and revival to ethnic Indian wear. The carefully carved-out logotype stands tall as a confident young brand. 

The revived positioning strategy captures the brand essence as an entity: Indian in mind, comfort in its body, and free as a soul. It focuses on the needs of new-age Indian women while supporting the ‘Libas woman’ through all walks of her life and through every precious moment of her life.

These brand colors and visual pattern system can be replicated across online and offline branded mediums to narrate the tale of the new ‘Libas’.  

Libas, a brand that liberates

Our branding and identity system for the ethnic wear brand considers the
‘Libas woman’ as a perfect balance between traditional and modern. She appreciates the different shades and hues of life while leading a confident and independent lifestyle. The new ‘Libas’ captures the spirit of imagination to
inspire women from all walks of life and of all ages to appreciate every moment in their lives.

Team

Nishtha Sharma
Ajay Sharma
Mohan Godwal
Saumya Mittal
Sukanya Panda
Sujatha Shankar Kumar
Anthony Lopez

Support

Deepak Lohia
Gaurav Kapoor
Vijay Kumar Soreng
Zeena Lopez 

 

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