Brash Brands, Tata Elxsi execute branding for Imperial Edge

28 Oct,2014

By A Correspondent


Brash brands, a global brand consultancy and Tata Elxsi, India’s leading design company have developed the brand for Mumbai’s latest architectural landmark – The Imperial Edge, a new luxury residential development in the heart of South Mumbai. The collaborative effort involved creating a multi-faceted brand that covered brand strategy, brand identity, ad campaign and designing the customer experience at the sales centre.


The Imperial Edge sets a new benchmark for luxury living in India, alongside SD Corp’s prestigious The Imperial Towers, which have remained at the pinnacle of fine living in Mumbai since launch.


With India’s economy on the rise and a growth in high-end residential developments in the region, it was essential The Imperial Edge had to stand out in the market and communicate the unique differences and exclusivity of this luxury tower. Among the requirements was a ‘big idea’ for the brand, an identity and visual assets, corporate brochure and brand campaign, together with an experience centre and service design.


Brash, in partnership with Tata Elxsi, developed ‘By Invitation Only’ as the guiding thought, which was executed across brand and print collaterals by Brash, and taken across the experience centre by the Tata Elxsi.


The brand idea quickly establishes the exclusive nature of the brand and develops the notion that The Imperial Edge is not just a home; it is an extension of its resident’s lifestyle and a reflection of their personality.


Kiran Gill, Business Development Director, Brash, explains, “At Brash, we have created brands for the worlds leading real estate developments and The Imperial Edge is amongst them. With an increasing number of luxury developments in South Mumbai, the need to create differentiation is even more pertinent, and hence brand has a very strong to play in ensuring the commercial success of the development.”


Nick Talbot – Global Design Head, Tata Elxsi said “We are excited about developing brands that ultimately drives sales for our clients. I believe our collaborative efforts with Brash offer international brand expertise backed by our ability to take the brand across multiple customer touch points will ensure that clients get what is best for their brands and business.”


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