Toledo
Crafting an enthusiast brand
Details
Duration
Client
Toledo
1 Month
Year
Team
Vedant Kabra
2021
The Challenge
Launching a brand in a market where legacy brands like Nike and Adidas are dominant is challenging, requiring rapid brand establishment to survive. The brand needs a powerful emblem that can compete with those of established brands, as well as a distinctive identity capable of attracting a devoted following. Developing the logotype necessitated navigating print constraints and other difficulties inherent in branding an apparel company.
Cutting Edge
The brand boasted about utilizing cutting-edge technology in printing and fabric, making it an ideal match for devoted athletes on the field. It was marketed as the top preference for genuine sports enthusiasts who did not want to compromise on either performance or style, but instead sought to make a statement with their attire.
To guarantee a strong brand recall and emphasize attention to detail at every stage, each touchpoint needed to be skillfully executed. The brand's primary target audience, who were affluent, valued such efforts and favored brands that appeared more specialized rather than general.
Brand Architecture
As a result of the pandemic, the brand underwent a restructuring and adopted new strategies to cater to different market segments. Consequently, the brand identity had to constantly evolve to keep up with these changes. A clear and well-organized system was implemented, dividing the brand's offerings by sport or activity. Each vertical was further divided according to collection names and fabric technology. To facilitate differentiation and reinforce the brand's expertise, three distinct emblems and swatches were created for each vertical
