I-AM, an international multi-disciplinary branding and interior design agency, won the integrated branding mandate for True Blue, a premium menswear apparel brand and created and designed the branding and interior concept for their first store in Mumbai. After a research on True Blue’s competitors and target audience, I-AM worked in close collaboration with True Blue to incorporate the results into their brand and concept store.
The design process started off with understanding basic attributes within Indian art and architecture, ranging from geometric patterns to architectural forms like arches and columns, which was then interpreted in a modern context. I-AM developed a brand identity that is inspired from geometric Indian patterns found in art and architecture, while holding the initials of the brand name in a mark that is elegant and contemporary.
The store is unique in its approach starting from the façade, which was inspired by a simplified and contemporary version of an Indian jaali. Subtle branding details are found throughout the store, such as the use of custom-designed patterns inspired from the identity that add to the heritage-inspired interiors.
Text Compiled By Rehana Hussain