Rooted, progressive and responsible fashion

I-AM Mumbai were given a mandate by leading apparel manufacturer and retailer Arvind Limited to launch a brand destined to make its stamp globally.

There is a resurgence of pride in heritage and associations with the Indian culture and ethos. Arvind Limited saw potential in this opportunity to develop a premium men’s wear apparel and accessories brand called ‘True Blue’.

The I-AM team carried out an extensive audit of the competitors and looked into best-in-class examples across categories along with conducting target audience research. This culminated in a workshop where the brand True Blue was born and defined as a Western/Modern fashion brand with an Indian twist. I-AM developed the positioning to define a fashion that is sophisticated and western with an Indianness that inspires pride.

The brand personality revolves around the principles of being a leader, visionary, extrovert/social, confident, experienced and warm. Master Blaster Sachin Tendulkar who epitomises the brand’s personality was chosen as the brand ambassador.

The Visual Language and the Look & Feel for True Blue is contemporary, sophisticated, artistic/crafted, warm, detailed and with an ethos of discovery. I-AM created the brand identity for True Blue, the in-store visual language and leveraged the customer journey to design the True Blue retail concept.

True Blue has two stores: one in High Street Pheonix Mall, Mumbai and in Brigade Road, Bangalore.. The brand plans to launch around 25 – 30 stores across India in the next five years.

What we did

Brand Positioning
Brand Identity
Customer Journey Mapping
Store Design (various formats)
Brand Experience
Visual Language
Launch Roll-out