the making of a challenger
Veloz, a progressive lifestyle apparel brand wanted to provide an Indian alternative to the host of international sportswear brands already available in the market. The brand strongly needed to communicate its superior product quality and its understanding of the segment to build a strong relevance.
BRAND : IDENTITY & POSITIONING
Confident, distinct, passionate and warm.
after a lot of deliberation and analysis it emerged that at the core we defined the 'challenger' spirit. Being new, we didn't have much to brag about but we surely had the grit and passion to make ourself counted. We believed it is not in associating much with the outcome but it is the desire to put up a good show every time, that really sets us apart. 'Claim the game' thus became an apt articulation of this guiding philosophy
the positioning
the colour palette : sunny yellow represents energy that drives us, black signifies the conclusion. The interplay of both is the operating space where the brand exists.
design language : highlight the activity through sharp and contrasting imagery, presented using the primary brand colour to re-inforce the brand message.
CAMPAIGN : Claim the game
Having built a distinct brand language for Veloz, it was imperative to support it with an equally strong introduction, something that would bring forth the brand's philosophy. We created a tone of voice that brings out this challenger spirit. Veloz is for those who wish to challenge the status quo, who live to perform, to give their very best in every outing. They are the ones for whom the arena is the ultimate truth and it is here that they exist to claim it every single time.
BRAND : PACKAGING
bold and assuring.
the packaging has been uniquely designed in order to take the brand story further. The product usage gets highlighted through subtle line drawings on the front while the product specifications get detailed behind.
