New Delhi, India, June 10, 2020- Flite,
India’s leading footwear brand has refreshed
itself with a contemporary, new visual identity. Most popular among the
middle class driving the India growth story, this brand transformation reflects
the aspirational and youthful imagery of its consumers.
India’s leading footwear brand has refreshed
itself with a contemporary, new visual identity. Most popular among the
middle class driving the India growth story, this brand transformation reflects
the aspirational and youthful imagery of its consumers.
Upon enquiry
into the landscape of value range of footwear, user research revealed that
choice of accessories like footwear has evolved from merely being functional to
a catalyst of their dreams and aspirations. Based upon this insight, the
exercise was focused on developing a contemporary, aspirational and youthful
imagery. Visual identity was created around the concept of “flight of dreams”.
The concept resonates well with the target group, which has high aspirations,
is ambitious and believes in the idea of “now is the time for me to soar high”.
into the landscape of value range of footwear, user research revealed that
choice of accessories like footwear has evolved from merely being functional to
a catalyst of their dreams and aspirations. Based upon this insight, the
exercise was focused on developing a contemporary, aspirational and youthful
imagery. Visual identity was created around the concept of “flight of dreams”.
The concept resonates well with the target group, which has high aspirations,
is ambitious and believes in the idea of “now is the time for me to soar high”.
Continuing with
the existing color palette for familiarity, the logo attempts to embody an
iconic visual element, which, while being integral with the brand, can be used
independently as well. An abstract version of a bird taking flight has been
crafted as the iconic emblem represented in brand colors. Flite logotype was
refined to reflect the brand confidence that would mirror the ambitious mindset
of Indian youth.
the existing color palette for familiarity, the logo attempts to embody an
iconic visual element, which, while being integral with the brand, can be used
independently as well. An abstract version of a bird taking flight has been
crafted as the iconic emblem represented in brand colors. Flite logotype was
refined to reflect the brand confidence that would mirror the ambitious mindset
of Indian youth.
Commenting on the same Gaurav Dua, Executive Director,
Relaxo Footwears Ltd, “Flite is
a brand of semi-formal footwear from the house of Relaxo. Positioned as
youthful, stylish and comfortable, the
concept resonates well with the target group, which has high aspirations, is
ambitious and believes in the idea of now is the time for me to soar high. What
has been remarkable in the new identity is the fact that it ticks all the
requisite dimensions of brand expression without diluting the essence that
current audience was familiar with for decades”
Relaxo Footwears Ltd, “Flite is
a brand of semi-formal footwear from the house of Relaxo. Positioned as
youthful, stylish and comfortable, the
concept resonates well with the target group, which has high aspirations, is
ambitious and believes in the idea of now is the time for me to soar high. What
has been remarkable in the new identity is the fact that it ticks all the
requisite dimensions of brand expression without diluting the essence that
current audience was familiar with for decades”
The brand, which
entered Indian market about 15 years ago, offers a range of footwear for men, women
and children. All these years it has excelled in strengthening its position in
the markets while adapting itself to be relevant for the younger generations as
well through product innovation and unparalleled quality.
entered Indian market about 15 years ago, offers a range of footwear for men, women
and children. All these years it has excelled in strengthening its position in
the markets while adapting itself to be relevant for the younger generations as
well through product innovation and unparalleled quality.
With actor superstar
Ranveer Singh as the brand ambassador, Flite plans to reinforce its leadership position
in the open footwear category with an exciting new product range and aggressive
marketing campaigns.
Ranveer Singh as the brand ambassador, Flite plans to reinforce its leadership position
in the open footwear category with an exciting new product range and aggressive
marketing campaigns.
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| Flite New Logo |
