Ritu Kumar

Brand and scope – Ritu Kumar is the largest ethnic wear brand in India. It has developed a unique style of its own, reflecting the ancient traditions of Indian craftsmanship in a contemporary vocabulary. The current brand identity is simple and appeals to the brand’s target audience which is between 30 to 45. The objective of the rebrand is to modernize the brand image to appeal to a younger audience.

This includes updating the visual identity, incorporating modern design elements, and repositioning the brand as a trendsetter in the Indian ethnic wear industry.

Role - Branding
Year - 2019

Client - Personal Project - University Third Year

VISUAL STRATEGY

The identity is a monogram and is evocating the basic features of the brand that is composition and distinctiveness. Contrasting colour combination emphasize on the ethnic feel of the brand. The colours are trendy and minimal.

The logo is ideally suited to the minimalism of composition of letters, typography, creating a smart image with the brand’s style, while ensuring clarity and essentially of communication of the recipient.