The Brief
To rebrand a lively, youthful and inspiring apparel brand that's full of exuberance.
About Moonwalker
A new breed of Moonwalkers shall walk the length and breadth of the land. A new breed of dreamers and doers. Ones that shall have the faith and courage to believe in themselves to risk great heights and lengths. Clothed in style and high on attitude, these Moonwalkers shall soon be around you. It is easy to spot a moonwalker. Beneath the stylish air worn easily, there is that glint in the eye, a steely determination to tread new ground. The tone that says 'No' is not an answer easily taken.
What the brand intended
20-40 year olds always look to enhance their personality with Polos, Round Necks and Tees that speak their mind. The need of the hour is to create an iconic apparel brand that demystifies the current beliefs that generally youth are associated with. To create a brand that marks a transition in terms of quality and appeal in a price range that is very competitive.
Old logo
Before we started the project we thought of defining the 'Moonwalker Man'
The initial process started with decoding how the Moonwalker identity would appear in scribbles.
After numerous iterations, a couple of brand identities were zeroed upon giving a definitive shape to the Moonwalker brand icon.
Finally a few options were finalised out of which we chose the one that matched the brand's vision.
One that made the cut - 'THE MOONWALKER MAN'
The rationale.
We also rebranded the tees and polo categories according to price points and style differentiation. The exercise meant giving a feel of the entire Moonwalker realm in the categories.
Asta, Galaxy & Cosmos made the final cut as category names.
