Youth fashion brand identity for Reliance Retail
Elephant Design created comprehensive brand identity through positioning, naming and visual language, delivering a standout youth fashion brand.
55+ Stores across 27 cities
for young, trend-conscious consumers
Brand positioning
Brand Naming
Visual identity system design
Store experience design elements
Created an affordable youth fashion brand for Reliance Retail with distinctive identity that resonates with fashion-forward Gen-Z consumers while maintaining commercial viability.
Fashion Forward Youth
Reliance Retail aimed to establish a dedicated affordable youth-fashion brand targeting Gen-Z consumers. They needed a complete brand solution that would differentiate them in the competitive fast fashion landscape while appealing to digital natives. The brand required a unique positioning, memorable name, and flexible visual identity that could work across physical stores, digital platforms, and fashion merchandise.
You Are the Star
Consumer insights revealed that the target audience saw themselves as influencers and stars in their own right. This led to positioning the brand around making the consumer shine. The name "Yousta" emerged as the perfect embodiment of this concept, combining "You" and "Star" to celebrate youth aspirations and achievements. The brand aspired to make fashion-forward looks accessible and affordable while creating an experience that made young consumers feel like the protagonists of their own fashion story.Insta-Friendliness Integrated
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.
An Omnichannel Youth Experience
The brand experience extends seamlessly across physical stores and digital platforms with consistent implementation of the star motif, dichroic elements, and signature typography. In-store "insta-friendly walls," distinctive signage, and interactive elements create a cohesive, youth-centred shopping journey that appeals to digital-native consumers.
Bold Black Meets Vibrant Pastels
To showcase fashion effectively, black was selected as the primary brand colour, creating a sophisticated backdrop that allows the merchandise to stand out. This bold foundation is complemented by a vibrant palette of pastel hues, dichroic filters, and holographic textures that resonate with Gen-Z aesthetic preferences. The contrast between minimalist black-and-white elements and vibrant accent colours created a dynamic system adaptable to various fashion collections and seasons. Each collection received customized star treatments - from gold stars for ethnic collections to pastel stars matching the brand gradient for casual lines.
The Halo-Glow
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
Star-Powered Identity
The Yousta identity employs a star-asterisk emoticon as its signature symbol, embodying youth culture while maintaining versatility across touchpoints. This distinctive mark creates immediate recognition within the target demographic while offering adaptability for various collections and campaigns.
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