CAI is, and has always, enjoyed a lot of love from it’s patrons.
As one of India’s premier vegan footwear brands, CAI’s quick growth scale and immense brand love could be attributed to two most important factors – their designs were always on trend, but most importantly, a CAI pair will always be comfortable. Here’s a brand that does not subscribe to the philosophy of beauty at a cost. Instead, the brand embraces the comfort first ideology.

CAI continued to scale, despite the pandemic, due to their endearing designs and ever so comfortable fit. Come 2022, and the online only brand was ready to take its journey offline. This growth demanded a refreshed brand identity, and that was the beginning of our association with CAI.

The brand had good recall and recognition amongst its patrons, however, the journey forward required a shift in perception. The previous identity lacked a unique character, something we identified was a must have if CAI was to scale further.

Our solution was to create a custom logo type that encompassed the essence of the brand: luxurious comfort.

The decision to use soft, open, and inviting letterforms with high contrast in our brand’s uppercase letters was strategic – it crafted an approachable and luxurious brand identity. Owing to the name’s brevity of just 3 letters, we meticulously designed elaborate letterforms for each character. This attention to detail allows for individual use on bag charms and logo highlights on shoe soles. Furthermore, a comprehensive brand language was developed, reflected not only in the shoe sole design but also across all communication channels, ensuring a cohesive brand image.

What makes CAI special is their multi-faceted, layered language of geometry and agility. Our brand identity system and supporting brand language was built to represent these characteristics of the brand.

The layering of the logo, carried forward in an interesting brand language, shaped the packaging and digital communication of the brand. The social media communication and website user interface were updated to ensure the retail brand experience is carried forward digitally, in a seamless manner.