A Case-study of Branding for Clothing Startup Brand PENOJune 28, 2021 2022-12-19 10:19
A Case-study of Branding for Clothing Startup Brand PENO
Peno Clothing Website Design
Peno Fashion Photoshoot
About the project
About the Clothing BrandPENO is an Indian Clothing startup brand that makes ethnic Embroidered Banjara Dresses & Accessories. The startup is a self-help group of people of the Gor Banjara tribe of Rajasthan and Gujarat. The ethnic-wear clothing brand reflects on the great culture of the region and of the people. The Gormati women are known to adorn rich exquisitely embroidered costumes. The Clothing startup is supported by the Ministry of Micro, Small & Medium Enterprises – Government of India.
Branding ChallengeIt was our pleasure to provide our branding services to the Clothing brand startup that brings such a great heritage with it. When we were handed the task of branding for the Clothing startup, we started our work meticulously. Our aim was to empower PENO Clothing Brand and make them to stand up to the other established clothing brands. This called for an extensive branding, advertising and digital/social media marketing campaigns. The comprehensive branding services included the: Logo design, Corporate identity, clothing photoshoot, model shoot, product catalogue catalogue, e-commerce website, shopping bag design, magazine and news paper ad and banner ads.
Our ResponseWe looked into the craft of Gor Banjara Embroidery. We immediately identified the main attributes of the Indus Valley Civilization, namely minimalism, simplicity, quality and elegance. Peno has the connections with the motifs, structures and designs of Indus Valley. We adhered to this theme combined with the Gor Banjara motifs, while developing our line of communication and advertising.
Logo & Brand Identity DesignOur logo designers created a logo that features blue and dark red colours. Peno being a handicraft clothing brand, the logo features images of mirrors and stitching and embroidery pattern. The blue colour in the logo focuses on trust, wisdom, calmness and humble lifestyle of the region. The red colour reflects on exhilaration, energy and the hard work of the women of the Gor Banjara tribe. The combination of these two colours reflect on the great heritage of the region and these unique people. All the branding and marketing collateral feature the PENO logo in different sizes.
Clothing Photo ShootThe clothing startup has a wide range of products from a variety of dresses to accessories. Our goal was to cover all the dresses and accessories in the photo shoot. Our Commercial Photography team completed the photo shoot of all the products.
Advertising SolutionsAs a Creative advertising agency we designed a wide array of advertising solution for the clothing brand. Since Tradition is related to Heritage we chose the "Indus Valley" as our advertising theme. Also the Gor Banjara culture is related to Indus Valley. The advertisements included Outdoor as well as Digital Ads. Since Mumbai and its suburbs have a high population, it was decided to target these areas with Print and Outdoor advertising. To promote the Clothing brand locally we focused on Newspaper / Magazine Ads. To target the "Millennial" audience we deployed paid advertising campaigns on Social Media, particularly Facebook and Instagram.
Website DesignWe designed an e-Commerce website [PenoIndia.com] for the clothing startup brand. The website is built on WordPress and WooCommerce CMS platform. The website is infused with the on-page SEO elements and appropriate content to make it rank higher in search engines, besides being mobile friendly. The e-commerce product content for the website is too created in-house.