BRIEF:

Since its inception, ModernWoollen had been using its logo in a very limited manner. In time, it became clear that the client needed something more substantive, a system to holds together an ecosystem of the decades-old thread-making company. An identity that could establish the company further as a strong player, help them in exploring new markets that is true to its name, modern.

EXECUTION:
The objective of this entire exercise was to establish the company as a true global leader. As the company now is one of the biggest manufacturers and exporters of wool and blended worsted yarn of India. Their products reach more than 25 countries. We worked closely with the management team to create a unified identity that brought together the best of their heritage with the quality and innovation they’re known for today. We created a visual language that could flex across the offline and online space and into the hearts and minds of B2B customers.

IDEA:
The logo is made up of letters M and W, the initials of the company name. Being a thread manufacturer company we used warp and weft concept in the logo. Warp and weft are the two basic components used in weaving to turn thread or yarn into fabric. The four sides of the logo denote four directions and the company’s ambition of going all out and exploring new markets. This criss-cross of threads also celebrates connection and collaboration. With the new logo, we introduced a purple colour. As the purple color is created by combining a strong warm with a strong cool color, the color retains both warm and cool properties. It imparts new energy to the entire identity system.

RESULT:

This brand identity resulted in creating a very effective story. This identity tells the story of a thread manufacturing company that delivers seamlessly for its clients and scales to meet their needs. The system is easy to deploy and unifies its story across channels and applications.