Relaxo rebrands with Elephant

04 Jan,2017

By A Correspondent


Footwear major Relaxo has undertaken a rebranding mandating Elephant with the task. Explaining the reasons behind the rebranding exercise of the 40-odd-year-old brand, Gaurav Dua, Executive Director, Relaxo Footwear Ltd said: “With a strong legacy of success and leadership, it was our responsibility to build a future-ready brand Relaxo. We are an ever-evolving brand that has stayed true to the core values of being reliable & approachable across India. With the rebranding exercise, we have also infused youthful and transformational spirit that is important for the growth of internal and external stakeholders of the brand. Elephant, our brand building partners, have played an immensely significant role in bringing our core values to life. I can proudly say that we collaborated with the right partners who understood our ethos and our brand’s value proposition. They will continue to help us deliver seamless brand experience to our customers in times to come.”


Ashwini Deshpande

Added Ashwini Deshpande, co-founder & director of Elephant, the rebranding agency says “Relaxo rebranding exercise involved validation of current values of being reliable & approachable while seeking newer dimensions to reiterate the brand’s leadership. In keeping with the evolving consumers & new-age products, we have built the new Relaxo visual identity with a wave of positive transformation. Brand’s dynamism is embodied by forward slanting letters in Berry Blue with Sunny Yellow swoosh flowing across. The swoosh stands for wave of transformation, optimism and positive growth. All brand applications are being created with an ownable visual language and will be evident in the coming weeks across products, print, retail and online presence”


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