Authenticity is a word often bandied about by brands, so Bombay Electrics new rebrand caught our attention.
The fashion store has ditched their heritage-style look for an anti-authenticity aesthetic.
Located on the luxury shopping district of Mumbai, the store is covered in colourful swatches, inspired from photographs taken at artist Ann Veronica Janssens’ art installation yellowbluepink.
Art director Michael Thorsby, who has worked with brands such as Uniqlo, Adidas and Beams, made the decision to opt for bright colours and abstract photography in a bid to appeal to millennial customers.
The anti-authenticity aesthetic has been carried throughout their rebrand. The new logo uses minimal typography to reflect the utilitarian name and identity of the company, while a vibrating letter ‘I’ was incorporated to represent “the restless curiosity that Bombay Electric stands for”, explains Throsby.
Via. LSN Global