Lecoanet Hemant restructured; Dons a new brand identity

High fashion label, Lecoanet Hemant, is reinventing itself with a brand new look. In accordance with their global expansion plans, the entire look and feel of the brand has changed to give it a contemporary and international edge. Lecoanet Hemant has partnered with SyngalCorke Wallis, London and New Delhi-based branding specialists, to undertake the change.

The rebranding strategy is based on the theme of ‘original detail’, representing a conversation between the designers that every garment has its own original story. The design reflects this conversation and can be modified for different applications to reveal or conceal different lines.

The website, the logo and the tags for the garments are all in sync with one another with clean lines and the brand name printed in white on a black background. The timeless black and white colour palette was chosen to reflect the brand’s high fashion credentials and enable the beauty and the colour of the clothes to come through. A modified version of the Archer typeface font was used to give it a classic, modern and contemporary look.

Hemant Sagar of Lecoanet Hemant says “We are very excited about this new phase in the history of the brand, and hope that the reinvented look appeals to our clientele. I feel that it captures the hands on approach that we have at Lecoanet Hemant”.

Michael Wallis, Creative Director SyngalCorkeWallis says “We think they needed an international perspective – something that wasn’t obviously European or Asian, as the name straddles both. It needed to look global, with a level of professionalism and attention to detail’.

The new branding strategy will be rolled out in phases, with the high fashion range being the first to change. Subsequently, the change will take place for the other sub brands as well, including the Ayurganic Collection and the Genes line. It will also be used across all consumer touch points in the store, such as in store graphics.