Syngal Corke Wallis was brought in at the end of last year to create a new identity and digital strategy for the brand, aiming to help it expand internationally with a more ‘global’ look.
The branding is based around the idea of ‘original detail’, according to Syngal Corke Wallis. The logo is formed to look like a redacted conversation, and can be modified for different applications to reveal or conceal different lines.
Michael Wallis, creative director says, ‘I think they needed an international perspective – something that wasn’t obviously European or Asian, as the name straddles both. It needed to look global, with a level of professionalism and attention to detail’.
The brand was Paris-based during the 1990s, and returned to its original New Delhi home in 2002. The new branding work was created in New Delhi, where Syngal Corke Wallis has an outpost, though the work was split between this and the London office.
A ‘timeless’ black and white colour palette was chosen to reflect the brand’s high-end fashion credentials and ‘allow the colour of the clothes to come through’, says Wallis.
A modified version of the Archer typeface was used, aiming to give a ‘classic’, ‘modern’, ‘sophisticated’ look.
Wallis says, ‘Hemant and Didier oversee everything and personally spend an incredible amount of time, skill and effort on every piece of clothing. The brand had to capture this. To add mystery and glamour, the words are hidden. You have to look closely to find the full story.’
The new branding will first be used across the brand’s high-end ready-to-wear range, and will be rolled-out to other sub-brands in future. It is used across all touch points including clothing labels, online and on in-store graphics at the brand’s Delhi outlet.