CRAFTED BY NATURE. WOVEN BY PASSION. BRANDED BY VGC.
Linen Club, India’s linen pioneers have been around for more than 60 years. With a rise in competition & an influx of look-alike blended linen brands in recent times, they needed to differentiate themselves through a renewed brand expression and reclaim their leadership position. VGC took forward their new positioning, ‘Passionate about Linen’ to help the brand expand their offering across the both fashion as well as lifestyle and consolidated the brand offerings with a comprehensive hybrid brand architecture system. Based on the brand strategy, VGC also designed a new identity for the brand that was inspired by both the legacy of Linen Club as well as the natural origins of linen. The identity was extended across multiple touchpoints of the brand including the retail experience. In addition to this, VGC developed a vibrant navigation system to distinguish the various offerings, which also extended into the packaging for the different Linen Club offerings.
Project Scope: Strategic Branding | Communication | Digital