When a retail client with over 100 stores all over north India wanted a new identity. The brief was very clear. Simplicity!! Both in design and execution. A majority of the stores are located in tier-2 and tier-3 towns, so simplicity and a wider recognition was the key. Additionally, the design mark had to adapt itself to the local languages too (at least nine). We started with only one prominent color and the simplicity of the message.