Age & Era is a brand that celebrates the diversity, individuality and self expression through fashion. It targets the youth of India, an audience that aspires to up their fashion game while still being able to afford it. Age & Era bridges the gap between what they want to wear and what they can wear.

The brief given to us was to create a brand that stands between classic and contemporary, that can relate to the youth staying in urban areas as well as appeal those from the rural areas as something bigger than what they’re already part of.

After multiple rounds of brainstorming and discussions with our clients, we decided to go ahead with a wordmark that would look classic and highlight the entire name of the brand to retain maximum recall value. We started with sorting out the fonts that ensured a clean and classic look while giving us the opportunity to do something contemporary with it. After choosing the right typeface and finalising on the mark, we went on to have a vast colour palette that portrays the idea of diversity, which is the core of the brand.

After having selected the logo and the colour palette, we decided to play with type and colour-blocks for the visual language. The entire visual identity used typefaces in outline and solid with colour blocks which not only made it playful but also looked a little contemporary. The best part about the project was the freedom to explore. Since we were trying to showcase diversity and individuality, we kept the brand palette very broad so that a variety of people can identify with it. Moreover, it ensured ample ways of extending it to various collaterals, each being different from the other. 
From the shipping bags to social media, we designed an entire range of collaterals that adhered to the visual identity of the brand and make it look consistent. The visual identity looks different yet familiar to each individual that comes across and offers a sense of belonging. Starting from an e-commerce website, Age & Era aims to become one of the leading fashion brands of India.