Ruggers grows young

The office was, until a few years ago, the last stronghold of fashion formality until Silicon Valley changed that. Ruggers, known for its classic formal apparels wanted to foray into casual wears and were about to launch ‘Ruggers Young’. They needed to come alive in the market place with a fresh, dynamic aura, without leaving any residues of Rugger’s old school formal-fashion vibe to it.

Ruggers Young comes with a diverse collection of classic vintage fashion and emphasis on style. It's the revival of brighter hues with a combination of old and new school apparel design concepts. It expresses exclusivity and originality as well as a great attention to details.

HOLIDAY SPIRIT

The identity draws inspiration from seagull. The rendition of a buoyant breezy flying seagull articulated by calm strokes conveyed the laid-back, holiday nature of the brand.

SHARK TO SEAGULL The old identity of the brand - shark as a mnemonic and a serif typography in yellow carrier- was transformed into a flying seagull. Staying true to its new catchphrase 'Bring Holiday Spirit to Work'.

The new visual language gave way to numerous icons and possibilities to create design patterns that can be used as brand assets across various communication collateral.

AGENCY:

PlanB, Bangalore. (Lately renamed as Owlworx.)