The Focus
Reliance Retail wanted to make a splash with their own affordable youth-fashion brand that would appeal to the fashion forward generation.
The promise of high-quality products in latest trends at affordable prices was key, in addition to the in-store experience being catered for young digital-native consumers like self-checkout and QR-enabled screens.
They approached the team at Elephant with three key tasks: brand positioning, developing an aspirational name that would align with the positioning and a highly flexible visual identity & visual language that could be applied across their stores and other collateral.
The Brand
Our insights revealed that our young, fashion-conscious audience saw themselves as the influencers or stars while following many trend-setters. We decided to focus on this insight to position the brand as ‘that which would make you shine.’
“Yousta,” an easy to recall name that celebrated the youth, their aspirations and achievements seemed like a perfect fit.
The use of emoticons in our livery for Yousta was so aligned with the audience that the star-asterisk became a winning combination with the logo. It is the adaptability of visual language across many touchpoints like the store livery, website, digital promotions, posters and more that ensured this winning position for the brand.
The team chose black as the primary colour for the brand identity as high fashion is best highlighted through it. This was contrasted with a vibrant, pastel-filled colour palette replete with dichroic filters and holographic textures that resonated with the target audience.
The Story
In the ever-evolving landscape of fast fashion, Reliance Retail sought to carve its niche with a brand that would resonate with the youth, offering them the latest trends at affordable prices. They approached our team at Elephant Design with a comprehensive brief, challenging us to develop a unique brand positioning, compelling name, an evocative logo, and a versatile brand identity that would captivate the target audience. Our mission was clear: create a brand that would stand out in a crowded market, competing head-to-head with industry giants based on unique positioning.
A Star is Born
Our journey began with the enquiry into youth, their media consumption, their fashion choices, and decision-making patterns. This led us to deeper understanding of what matters to them. For instance, they followed influencers and trend-setters for awareness building. Making memorable moments seemed to be a priority on key occasions: their first day at college, first date, first party with friends, first interview and more. These occasions call for carefully curated “looks”, and finally it was their own choice against the backdrop of increasing social media influence. They wanted to be the stars of their own story. "Yousta." This name effortlessly combines "You" and "Star," symbolizing the aspirations and achievements of young individuals, which perfectly aligned with the brand's ethos.
Out of all the possibilities discussed, we selected a logo that would best embody youth, rebellion, fashion-forward thinking, and affordability.
“Special occasions called for carefully curated “looks”, where our audiences wanted to be the stars of their own story. “Yousta.” This name effortlessly combines “You” and “Star,” symbolizing the aspirations and achievements of young individuals, which perfectly aligned with the brand’s ethos. ”
Our team also added emoticons into the design process, and the star-asterisk embodied the brand’s identity. This versatile symbol offered adaptability across various touchpoints, from store livery and websites to posters and lanyards.
Dichroic Dreams
To ensure Yousta's brand identity was not only visually appealing but also aligned with the target audience, we chose a bold black as the primary colour. This decision created a stark contrast with the vibrant, pastel-filled colour palette, inspired by dichroic filters and holographic textures. These colours were carefully selected to mirror the Gen-Z style and contrast with the minimalist Yousta identity.
The star element featured prominently in-store, with dichroic pastel gradients applied to visuals, models against simple backgrounds, and vertical and horizontal posters. The star symbol was adapted according to the theme, with the ethnic collection featuring a gold star and other collections using pastels that matched the brand gradient.
Coloured glow effects were strategically placed on signages, nesting tables, and four-way browsers. Classic signs were designed in black and white, while collection signs embraced more vibrant colours.
“We chose a bold black as the primary colour. This decision created a stark contrast with the vibrant, pastel-filled colour palette, inspired by dichroic filters and holographic textures. These colours were carefully selected to mirror the Gen-Z style and contrast with the minimalist Yousta identity. ”
We maintained a consistent brand template across Yousta's microsite and all social media platforms, ensuring that the brand remained recognizable and cohesive in the digital space.
Stickers, badges, and other engaging elements in the store space synchronized seamlessly with the star element. These elements adorned "insta-friendly walls" and complemented the overall shopping experience.
To capture the essence of an edgy yet timeless brand, we carefully selected a typeface that struck a balance between sophistication and aspiration, aligning perfectly with Yousta's identity.
““Fashion is the armour to survive the reality of everyday life.” ”
From crafting the identity to naming & designing a logo that resonated with the target audience and establishing a unique brand identity, every step of the journey was meticulously planned and executed. Yousta emerged as a brand that stood out in the fast-fashion industry, appealing to the youth, reflecting the latest trends, and maintaining affordability—a true success story in the world of brand design.