---Unveiling of a visual identity around the concept of “flight of dreams”---
Flite, India's leading
footwear brand has refreshed itself with
a contemporary, new visual identity.Most
popular among the middle classdriving the India growth story, this brand transformation
reflects the aspirational and youthful imagery of its consumers.
Upon enquiry into the
landscape of value range of footwear, user research revealed that choice of
accessories like footwear has evolved from merelybeing functional to a catalyst
of their dreams and aspirations. Based upon this insight, the exercise was
focused on developing a contemporary, aspirational and youthful imagery. Visual
identity was created around the concept of “flight of dreams”. The concept
resonates well with the target group, which has high aspirations, is ambitious
and believes in the idea of “now is the time for me to soar high”.
Continuing with the
existing color palette for familiarity,the logo attempts to embody an iconic visual
element, which, while being integral with the brand, can be used independently
as well. An abstract version of a bird taking flight has been crafted as the
iconic emblem represented in brand colors. Flite logotype was refined to
reflect the brand confidence that would mirror the ambitious mindset of Indian
youth.
Commenting on
the same Mr. Gaurav Dua, Executive
Director, Relaxo Footwears Ltd–“Flite is
a brand of semi-formal footwear from the house of Relaxo. Positioned as
youthful, stylish and comfortable,the concept resonates well with the target
group, which has high aspirations, is ambitious and believes in the idea of now
is the time for me to soar high. What has been remarkable in the new identity
is the fact that it ticks all the requisite dimensions of brand expression
without diluting the essence that current audience was familiar with for
decades”
The brand, which entered Indian market about
15 years ago, offers a range of footwear for men, women and children. All these
years it has excelled in strengthening its position in the markets while
adapting itself to be relevant for the younger generations as well through
product innovation and unparalleled quality.
With actor
superstar Ranveer Singh as the brand ambassador, Flite plans toreinforce its leadership
position in the open footwear category with an exciting new product range and
aggressive marketing campaigns.
About Flite
Flite
is household name which offers a range of slippers and sandals for the entire
family for their everyday use. Keeping in mind the aspirationsand value for
money mind-set of its consumers, Flite is available in a wide choice of
innovative designs at most competitive prices at most footwear outlets.
*About Relaxo:-
Incorporated in 1984,
Relaxo isthe largest footwear manufacturer in India, serving the nation since
four decades,and is today ranked among the top 500 Most Valuable Companies.
A Fortune 500 (India)
company, synonymous with quality products &
affordable prices,it manufactures slippers,
sandals and sports & casual shoes.
Its most
popular brands– Relaxo, Sparx, Flite& Bahamas are a leader in their space.
Relaxo,
an iconic brand synonymous with rubber slippers, is the most versatile footwear
for all segments of society while Flite is a popular range of fashionable and
semi- formal slippers.
Sparx
reflects the attitude, style, dynamism and spirit of young India and offers
sports shoes, sandals & slippers and the colorful range of Bahamas casual
flip flops exude the spirit of freedom, fun and modernity of youth.
Having a pan India
distribution footprint, Relaxo also operates a 350+ strong network of own
retail outlets, withavailability on all major e commerce portals as well.
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