@Dalziel & Pow
Trends
Task Summary
New visual language and retail experience for apparel brand, Trend’s 2,300 stores across India.
Brand Identity
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Signage
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POS Communications
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Strategy
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Art Direction
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Brand Identity - Signage - POS Communications - Strategy - Art Direction -
Create Trends 3.0, a tech-enabled, trusted fashion destination for all, that provides relevant on-trend solutions.
Trends stores felt one paced and static, a heavy use of grey made the space flat and cold. The stores lacked a missing fashion ‘voice’ with hardly any messaging and VM and generally lacked personality and vibrancy.
We’ve created a new visual language and retail experience, developing the brand to reflect customers growing expectations in the fast-paced fashion market. Giving it a a contemporary uplift which is more refreshing and tech-enabled store appealing more towards Gen Z shoppers.
The new concept elevates the Trends fashion credentials, with a flexibility of architectural design that allows the space to adapt to reflect the brand's ever-evolving offer. Alongside this, a new visual language was created which combines a palette of neutral colours and textural materials with expressive communications.
We also have dedicated space in stores where local artists are invited to express the city's identity in their most unique/artistic ways. The start has been made with the Surat store where the city's skyline has been represented with thread work.
Creating a consistent style led voice for trends
Trends branding was cold and minimal consisting of just a grey and white colour palette and catalogue stlye art direction and unrealistic flat lays.
For the new brand communications I created a flexible colour palettewith neutrals (that still included the trends brand grey) to act as backdrops for style stories with bright accent colours to add vibrancy and life to communications.
I used simple, bold, expressive typography and created a brand pattern formed of geometric shapes inspired by Indian motifs, combined with with fashion forward marks.
Digital Activations - engaging customers and creating a seamless omnichannel experience
We have also introduced many digital activations into thr new retail identity by incorporating several new-age tech interventions in the form of self-checkouts, electronic shelf labels, RFID-enablement and dual-sided cash tills. Engaging customers and creating a seamless omnichannel experience for their customers.
