TARUNI

Revamping the brand image of a women’s wear store by refreshing brand identity

Background

The chain of stores, almost over a decade old, Taruni for very many years has been the go-to store for women’s wear, particularly among the young that include college-goers, young professionals and those always seeking new trends in the ethnic to ethnic-fusion wear.

Problem

Over time, with rapid transformation in shopping behavior, umpteen choices, peer-group influence through online shopping and social media, the audience has got more aware of new choices and switched loyalties. More so because it was perceived as a store with traditional outlook and showcased range one that hasn’t been able to keep up with the times.

Solution

We overhauled the entire brand identity of the store by giving it a store for today which wore a minimalistic look in everything, right from signage to advertising campaigns, visuals identity, merchandising, in-store experience, customer associate interactions, all the way till the customer stepped out of the store.

Result

The rebranding exercise change the way Taruni is perceived today; it has turned it into a fresh, trendy and fashionable brand and helped the chain achieve a turnover of Rs.100 crore in 2014.