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


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.


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.


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.


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.