HURU is a mens denim brand from Bengaluru, which caters to the youth and adults of India. It primarily caters to a male audience from tier 2 & tier 3 cities focusing on being present in large retail clothing outlets across India.
Type of Work
HURU as a brand was conceptualised to be a very youthful and bold brand and that's what they wanted their branding to reflect.
I wanted the whole branding to have a certain sense of Identity and outshining and hence I went with strong and thick typeface with a bold shade of yellow
This was one of the few times where my first and foremost concept was immediately loved by the client and we went on to polish the concept to its best version.
Union Bank, an Indian digital bank, further went ahead and stole the identity and color play I had designed for Huru.
There is currently a case filed on the same and is in process.
The brand had a very clear and direct brief (which is hard to come-by in this field), they wanted me to make a logo & branding in my signature bold and youthful style. They wanted it to be strong, with bold and upfront colours with strong presence of black within the branding. With further discussions we were able to close on a couple of very clear design pointers :
They wanted an identity system with clean and clear logomark and a distinctive wordmark. Why? Because it played extremely well in their favour to have 2 brand identity elements (wordmark & logomark) that would allow them to place it on their various collaterals and merchandise. The logomark would be perfect for use-cases like buttons, rivets, clothing tags etc, where as the wordmark / the full logo unit would be an ideal fit for larges use-cases like store signage, bags, merchandise and so on.
During the process of development of the branding, and with multiple discussions with the brand & the project manager, I felt that that their tagline deserved a strong treatment of it's own. During the early phase of the research I had closed on Nike as one of my core base brand reference for this project and while doing this research I was very drawn to how Nike has treated "Just Do It" as almost a 3rd type of identifier of a brand. And with this base pointers set we were able to work towards a definitive branding.
Brand / Agency
The Silly Fellows
Creative Direction / Graphic Design