Storytelling: HRX by Hrithik Roshan

SNEAK PEEK INTO THE PROJECT

Early 2012 when Myntra was strategizing to create a portfolio of private labels. It was at that point we won the mandate for HRX by Hrithik Roshan, Myntra's first celebrity brand. While the logo guidelines were already established, the brand lacked soul. The task at hand was to develop a soulful and gripping brand storytelling strategy and fashion brand narrative that could bring meaning and consistency to the brand. The success of this brand storytelling and brand identity development project led to further collaborations across product design, environmental space design, packaging & labelling systems, brand communication, videos, shoots and more.

DELIVERED

Scripted an Authentic and Iconic Brand Storytelling Narrative for a Fashion Brand That Stands True Even After a Decade | Helped Shape Up The Brand Equity Over Time | Peace of Mind

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Ideation Workshops
Brand Book
Brand Story Concept
Art & Graphic Design
Develop Brand Tone-of-voice
Creative Copywriting

WORK GALLERY

THE APPROACH

With years of fashion expertise the HRX + JUMPINGGOOSE® collaboration seemed like a dream match. The team held several idea jamming sessions with the leadership team at Myntra as well as Exceed Entertainment + Hrithik himself. Our team exhaustively researched and developed a unique brand storytelling framework and visual language for HRX, articulated in the brand book: The Story of X. This thoughtfully crafted fashion brand storytelling narrative became the foundation of the brand, enabling HRX to evolve into one of the largest celebrity fitness fashion brands in the country.

To know more about the project, feel free to connect with us and we will be happy to walk you through the entire experience.