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.