Urbanic has unveiled a new brand identity to evolve with changing times. In an exclusive conversation with Social Samosa, Rahul Dayama talks about the objective behind Urbanic's new logo, the marketing campaign and what lies ahead.
From Pepsi to Baskin Robbins, this year has seen many brands turning over a new leaf by embracing new identities. Brands have either given themselves a youthful look or have changed their ethos to better serve the changing consumer needs. Joining this trend, London-based women’s fashion e-com platform Urbanic is the latest brand to undergo a makeover.
Beginning with a new logo, app and website launch, Urbanic will now have a new identity that would focus more on the consumers. Their new colourful look went live on August 01 with the tagline ‘We are because you are.’
Urbanic's new logo's typography has rounder and softer features with a lowercase typeface. The lowercase typeface is friendlier, has more personality and brings the brand closer to the customer.
Letting go of their original black colour, the new moving logo is presented in eight different colours that keep changing. Their fresh identity was rolled out on Urbanic’s social media channels and their newly minted website.
Rahul Dayama, Head of Marketing at Urbanic, India mentioned that the new logo symbolizes unity and aims to foster inclusivity while celebrating each individual's unique style.
He added that the colour palette is a reflection of the brand's personality that builds their identity and gives them a fresh look.
“We are colourful, our colour palette must be too.”
Dayama
By changing the look, Urbanic wants to showcase the brand’s story for the very first time, said Dayama.
“We are a community-driven brand and we would like to integrate this into our visual identity,” said Dayama in a conversation with Social Samosa.
Brand Campaign
The brand now aims to fit into the affordable premium clothing sector and will be releasing a campaign titled ‘BLOOM’ as part of the rebranding exercise, accompanied by the hashtag #UR. This campaign will go live on August 09 and will express the brand's values of creativity, self-belief and genuine fun.
To further create buzz around Urbanic's new logo launch, the brand asked their audience to stay tuned on August 01 and created intrigue.
The digital-only brand catering to women was first introduced to the Indian audience back in 2019 and India was their first international country. Initially, the brand operated through their own app, but in 2021, they partnered with e-commerce marketplaces Flipkart and Myntra to increase their audience base.
With the new website, the brand is now hoping to drive more traffic to owned platforms. India is a key market for Urbanic that has been witnessing a 100% YoY growth.
“We will be shifting our focus to our own platform- app and website and not really de-listing per se. Currently, we have an app for which we have garnered good responses and most of our sales comes from our app,” said Dayama.
Moving Logos Trend in Brandverse
For the initial four years, the brand operated with their international identity which was a 2D typography.
Recently, moving logos have piqued the interest of many brands. Experts believe that logos can be expected to become more immersive and responsive which will offer a more engaging brand experience for consumers.
Urbanic’s new moving logo is one such example of changing times.
An Influencer-led Brand
A digital brand in all senses, Urbanic has had a strong presence on social media platforms since its inception.
“From the very beginning, we have realised that our TG is digital native and are heavy users of social media and followers of trends,” said Dayama.
The brand has capitalized on this consumer behaviour and made social media their strongest suit by amplifying all their brand campaigns and communication on social media. According to Dayama, the brand’s Instagram gets the maximum traffic and influencers play a huge role in generating this traffic.
A dedicated group of content creators called Urbanic Squad has helped the brand create visibility and retain consumer loyalty. Dayama stated that by giving
complete liberty to their creators to create content has helped the brand in connecting with the audience better and converse in an authentic way.
He said, “We look for influencers with whom our customers are able to relate. Quantitative metrics like engagement and reach along with qualitative aspects like aesthetics, content, tone of communication, and creativity are taken into consideration as well.”
To give themselves a clean slate, the brand redid their entire Instagram handle, deleting old posts.
The brand’s target audience is women in the 16-35 age bracket. This young group has also been talking about sustainable fashion and embracing thrift stores in the last few years.
To serve this aware audience better, last year, Urbanic revamped their approach towards packaging by introducing recycled and sustainable packaging. Additionally, the brand is also working on different initiatives to address the issue of deadstock and reduce landfill, said Dayama.
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