How 'Don't Be Content' helped a 100-year-old brand find a timeless expression
Vijayalakshmi
Silks, the choice of silk connoisseurs across the country, has recently turned
a page in its incredible 100-year-old journey with a brand-new identity and
brand strategy - in partnership with Don’t Be Content ‘Rediscover Silk
Heritage. Rediscover Vijayalakshmi Silks.’ With this powerful brand mission
statement, Don’t Be Content, conceptualised and designed the brand identity
that embraces the brand’s traditional moorings, and takes its legacy forward.
The new logo is a stylised interpretation of the kamala (lotus), the flower
that adorns Goddess Lakshmi, its 8 petals portraying the 8th Ashtalaskhmi -
Vijayalakshmi. Purple the colour of royalty and grandeur; and gold, the essence
of timelessness, come together to define the brand’s artistic nuances.
CARVING
A BRAND-NEW IDENTITY
With
the new identity in place, Don’t Be Content (DBC) worked closely with the brand
to give it a new expression. Always respected for sterling quality, and begun
way back in 1920, Vijayalakshmi Silks now has a new look and feel that appeals
not just to its multi-generational loyal customer base, but the contemporary
Indian woman and her Gen Z sensibilities. The carefully thought-through
strategy saw the brand finding place in new media with campaigns that reflect a
wondrous blend of modern ethos and design with core traditional elements
playing peek-a-boo and bringing alive an effervescent vibe.
With
social media and strategically driven influencer marketing Don’t Be Content
engaged promising Kannada actors to be part of the brand campaign. The
influencers took Vijayalakshmi’s famed silken drapes and redefined the silks to
create enchanting canvases where modernity meshed beautifully with timeless
elegance. These wondrous style statements were harnessed on social media for
the launch of their new store at Malleshwaram and helped shape the brand’s new
persona, while paying homage to all it stood for down the ages.
NEVER
CONTENT, HUNGRY FOR MORE
Other
than Vijayalakshmi Silks, Don’t Be Content today has partnerships with over 20
brands across myriad categories, including fashion & lifestyle, food &
beverage, child and parenting, health & wellness, architecture &
design, and money & banking. Clients down the years include Amul, Cadbury,
Cleartrip, Freshmenu, Forever 21, Lifestyle, Max, Organic India, Roposo,
Saffola, Tanishq, Titan, TVS, Van Heusen, Vijayalakshmi Silks and a few
emerging D2C brands. In recent years, DBC has built partnerships outside India,
and today counts Accelerated Growth, a leading financial services organization
based in Chicago as one of its key clients.
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