Lecoanet Hemant reinvents brand

Fashion label Lecoanet Hemant has reinvented itself with a new look, which is contemporary and global in keeping with the brand's international expansion plans.

Designer duo Didier Lecoanet and Hemant Sagar have partnered with branding agency Syngal Corke Wallis for the task.

The rebranding strategy is based on the theme of "original detail".

The brand's 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 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, said a statement.

"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," said Hemant.

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.

Subsequently, it will also be used across all consumer touch points in the store, such as in-store graphics.