Berge Sports & Fashion Design & Branding LUCKY NO 13 by Taproot Mumbai


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Industry Apparel, Clothing & Footwear, Clothing
Media Design & Branding
Market India
Agency Taproot Mumbai
Copywriter Agnello Dias
Designer Santosh Padhi
Released March 2011

Credits & Description

Category: Logo Design
Product/Service: CLOTHING BRAND
Date of First Appearance: Mar 19 2011
Entrant Company: TAPROOT INDIA, Mumbai, INDIA
Chief Creative Officer: Santosh Padhi (Taproot India)
Chief Creative Officer: Agnello Dias (Taproot India)
Executive Creative Director: Santosh Padhi (Taproot India)
Executive Creative Director: Agnello Dias (Taproot India)
Art Director: Santosh Padhi (Taproot India)
Designer: Santosh Padhi (Taproot India)
Copywriter: Agnello Dias (Taproot India)
Media placement: Stationary, Shops, Retail Outlets - Stationary, Shops, Retail Outlets - Jan 2010

Describe the brief from the client
The fashion and garment category largely has sizes in multiples of two resulting in a tough choice for people whose sizes fall in between. Commonly termed by odd numbers like a 5 or a 9 or an 11, these odd sizes are rare and tough to find. The brief was to bring out the product USP of garments in all these odd sizes right up front in the name and the logo and thereby the branding and the identity.

Describe the challenges and key objectives
The challenge was create an identity that immediately translated not only what the product was about but also the emotional insight that normal advertising communication could. In other words, not just that this range was in odd sizes but also what finding such a rare size meant to the buyer.

Describe how you arrived at the final design
The idea was born out of a combination of observations and insights wherein it was found that all mid-sizes, which were hard to find were usually odd numbers. Coupled with the fact that most people who sported these sizes thought of themselves as LUCKY to have found something that fit. Moreover, the number 13 is not only an odd number but is usually considered lucky for a minority. By carefully rendering the number as the letter B which looked closely resembles 13 as well, we also hit upon a logo that communicated everything at once.

Give some indication of how successful the outcome was in the market
B LUCKY had an instant connect with the TG and it was surprising how many people who usually settled for the conventional sizes suddenly discovered that they were in fact odd sizes all along.
the brand noticed a big emotional connect with the TG which was a great achievement for a brand which is just few months old in the competitive market.