Turms

The Technology of Fashion
Design Strategy
 • Brand Identity • Design
Visual Guide
 • Packaging • Product Guide
Turms is India’s own and only fashion brand that works on a radically new concept: applying technology to fashion. From germ-free to anti-stain, easy-cool to air-able, stretch, super-stretch to anti-viral, Turms is on a mission to make clothes that not only fit you well but also help you function.
Turms Is All About You
We developed the brand identity framework by representing the promise that the brand is built on. Turms is all about YOU—your life, your fit, your fashion, your style, your choice, your aspiration, and your comfort. Our new brand identity echoed this very concept of the brand, loud and clear.
The color red has influenced the fashion industry for ages. We felt it represented the endless zeal of the brand quite accurately. The blue balances the edgy red—just like one can balance an active life with tech-infused Turms clothing.
Logo Made for Your Life
We applied our learning from the research around men’s wear to change how we spoke to consumers. Instead of fashion, we talked about technology’s benefits. The extended visual language introduced more refined and relatable iconography. The illustration style centered around reflecting the brand promise and benefits in an easy, evolving way. The logotype can also be translated into a pattern that functions as a design element across applications.
Kimbal
Building a platform for those powering the future of energy.
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Zosh
Designing how young India stays energised. The real way.
Shaping how fashion speaks to men.
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