Ramesh Kaushik, VP- Brand Ex­pe­ri­ence, Black­ber­rys

VMRD - - Indian Design -

We chose Four Di­men­sions Re­tail De­sign to craft a unique yet iden­ti­fi­able re­tail iden­tity for Black­ber­rys and its house brands — Ca­suale and Ur­ban. The man­date was to in­tro­duce a new re­tail look for the brand/s that is authen­tic and stand­ing true to the jour­ney of to­day’s man. The store has clean lines and brings a trans­par­ent nav­i­ga­tion to a con­sumer. All three brands of Black­ber­rys, namely Black­ber­rys For­mals, Black­ber­rys Ca­suale and Ur­ban, along with ac­ces­sories and footwear are per­fectly com­ing to­gether while demon­strat­ing a win­ning state­ment. Hav­ing “travel with a pur­pose” at the cen­tre of our new iden­tity; the colours, fix­tures, ma­te­rial se­lec­tion is an ex­ten­sion of the whole propo­si­tion. A true man­i­fes­ta­tion of the Burn­ing Drive, which is the soul of the brand, the store in­te­ri­ors en­able the jour­ney in mak­ing wardrobe se­lec­tion which is true to the brand po­si­tion­ing of be­ing an en­abler and guide.

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