To create a brand identity for an apparel house that believes in the mantra of comfort. We had to crack a name that matched the philosophy of the brand and accordingly develop a corporate identity followed by collaterals.
The tricky part was to position an Indian garment house at par with international brands and create communication that reflected what the brand stands for – fashion at ease.
It was simple once we derived the brand name. We played around the properties of oxygen, which is to enable people to breathe, stay calm and relaxed and matched it with the properties of brand Oxcgen.