Strategies to re- energise and re-engineer brands, with a logo and image makeover seem to be the latest buzz. There is no stopping for the companies from developing innovative plans of reinventing their logos and pursuing new brand positioning objectives, to keeping pace with the 21st century global village. Competition is forcing companies to change the way they address their customers.

The project was about repositioning the brand Khadim’s which is a leading footwear brand in the country. I had numerous meetings with the client to understand their needs and thus come up with an appropriate design solution. The objective of repositioning was to produce a unique and attractive offering that met both the rational and emotional needs of customers in a better way than the competition.

I made a concept presentation to the client proposing a theme for the entire project, and how the brand was going to be repositioned. Meticulous design exploration of the accepted approach led to optimum design solutions.

The efforts led to a new visual language for the Khadim’s store along with the packaging material. The client gave us a model store to design in Kolkata itself. After the final presentation was made, the overall look and feel proposed was liked and approved by the client, the flagship store came up in September 2007, and this was to be carried forward to all the Khadim’s stores.