MAM
Allen Solly unveils new brand identity
MUMBAI: Apparel brand Allen Solly has launched its new brand identity. Being a brand that has always believed in drawing from the heritage of the past and finding its spirit for the present times, Allen Solly has adopted a contemporary version of the Stag as its new brand mark.
The new identity is being represented across various touch points like product, advertising and communication. Additionally, the Stag will be integrated into the new retail identity.
The new mnemonic was first seen in their Coat of Arms. It featured elements such as the Allen Solly Monogram, the Ram and the Stag, elements that represented the culture of the company and its products. “The Ram was symbolic of the English wool industry and Allen Solly’s place within it while the Stag was representative of the city of Nottingham, wherein lays the brand roots,” the company said in an official statement.
Allen Solly brand head Sooraj Bhat said, “Allen Solly has always understood the importance of staying ahead of the times and bringing the latest in style and fashion to the Indian Consumer. By launching the new brand identity, we are drawing from brand’s very strong Nottingham heritage and at the same time will ensure it strengthens the core which is Friday Dressing.”
The new mnemonic has already hit the market in the new Spring Summer 2012 season on product and will soon be visible across advertising and retail signage.
“This identity embodies brand values of ‘Freedom’ and ‘Effortlessness’ to the core and over a period of time will become a signature for Allen Solly. We believe this will help strengthen the brand’s relationship with the consumer,” Bhat added.
Allen Solly targets young professionals/entrepreneurs who are ahead of the curve, experimentative and believe in looking distinct. The Spring Summer 12 line captures the re-emphasis on ‘Friday Dressing’ (work casuals). The Men’s line has new fits and has used superior fabrics in the line. Also, Friday Dressing for Woman has been launched in this season.
Brands
Raj Cooling Systems launches Agreyas appliances brand
Emraan Hashmi named brand ambassador for consumer appliance push.
MUMBAI: A company known for cooling solutions is now heating up its ambitions in the home appliances market. Raj Cooling Systems Pvt. Ltd. has launched a new consumer appliances brand, Agreyas, marking its entry into India’s rapidly expanding home appliances sector valued at more than Rs 1.5 lakh crore. The move represents a strategic diversification for the company, which has traditionally focused on cooling solutions for residential, commercial and industrial applications. Through Agreyas, the firm plans to tap into growing consumer demand for energy efficient and technology driven household appliances.
To build brand visibility, Agreyas has appointed Emraan Hashmi as its brand ambassador. The campaign has been developed under the banner of Zoommantra Productions, with actor and filmmaker Rohit Roy contributing to the creative direction.
The brand’s initial portfolio will include mid premium air conditioners, washing machines, geysers and other white goods designed to cater to modern Indian households seeking efficient and reliable appliances.
Raj Cooling Systems, founder and chairman Kalpesh Ramoliya said the launch aligns with the company’s broader expansion plans.
“The launch of Agreyas is in line with our vision to build a strong presence in India’s consumer electronics and home appliances market. The brand has been developed as a standalone identity to meet the evolving needs of Indian consumers,” he said.
Hashmi said the collaboration comes at a time when Indian buyers are increasingly looking for innovative and functional home solutions.
“I’m looking forward to working with Agreyas at a time when consumers are seeking more innovative and efficient home products. The brand reflects changing consumer behaviour around functionality, innovation and ease of use,” he said.
Raj Cooling Systems plans to invest around 10 million dollars in developing the brand, with an additional 5 million dollars earmarked over the next three to five years for product development and distribution expansion.
Agreyas will follow a multi channel distribution approach, selling through online platforms, retail outlets and dealer networks aimed at both urban and semi urban markets across India.
With the launch, the company is positioning Agreyas as a standalone consumer facing brand while continuing to leverage its existing manufacturing, engineering and research capabilities built through its core cooling solutions business.
