Aditya Birla Group's retail arm Aditya Birla Retail Ltd. (ABRL) owns the supermarket chain 'More' across India. Among its major in-house brands is Bluearth (apparels) that was launched in 2008. The task for our team Lowe Lintas was to create the brand's strategy, nomenclature and an identity that
would appeal to the young and affluent consumer in the two and three tier cities of India.
The strategy team arrived at the Brand's positioning as 'The Spa of Clothing' and the name Bluearth was coined. I created a butterfly using the brands initials (Be) a cue freedom, agile, relaxed, light, attractive etc. to fit with the brands offering ofcomfortable, casual and cool cotton clothing. A new
typeface was developed and the image style was balanced in perfect harmony with the brand attributes. The colour palette was a natural extension of the brand ethos.
A full design application system was developed across over 50 items including merchandise, packaging, signage, way finding, environment and amenities; as well a full brand identity guideline.
