Texport Industries, the owners of Punctuate, is one of the largest exporters of garments in India. They approached us to help conceptualize their foray into the domestic market.
Our engagement included work on Identifying a market niche, the Brand Positioning and Name, Brand Identity and Visual Language and a comprehensive Brand Manual to extend and apply the brand.
We started with the aim of building a brand for young men with good taste. A brand that would become the staple of any wardrobe. The name “Punctuate” refers to the action of punctuating – adding emphasis. It fit well – a verb, easy to pronounce and lends itself well to creating a unique and memorable visual language.
We chose to adopt an identity dominated by a visual language, rather than by a logo. The logo itself, made our of punctuation marks is a play on the antelope heads used by clothing brands. The visual identity comes alive with the use of custom designed punctuation marks, used in patterns, as containers and as visual elements across applications of the brand. This extends beautiful, from the Packaging and Brand Look Book to the Website and Marketing.