Fashioning a meaningful identity from a name

Fashioning a meaningful identity from a name

The symbol of water adds panache to
Varun Bahl’s clothing brand

Varun Bahl is a well-known name in Delhi’s fashion circles and Varun, in Indian mythology, the god of water and celestial oceans. To retain the subtlety and malleability of the brand, we decided to use the iconic water wave as an element to create an understated yet powerful branding for Varun Bahl’s high-end range of women’s wear. The introduction of the wave in the two As in Varun Bahl’s name completely transformed the logo type, moving it into a classic mould.

We also suggested that patterns created by using the wave repeatedly could be used as the basis for the packaging design of the brand and the wave shape used effectively in price tags or carry bags or in stores to reinforce the identity of the brand.