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.
Man walking on sidewalk past wall murals of a man in dynamic dancing poses. Turms
Red poster of a man in a white shirt with the word TURMS repeated in boxes around him.
Stacks of gray apparel boxes with red text saying TURMS and UR Intelligent Apparel.
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.
Man wearing sunglasses and a white shirt sitting on a white chair on sand biting into a green apple. Turms.
White T-shirt on a wooden hanger with red Turms brand tags showing size M.
Legs wearing white knee-high soccer socks and blue-green cleats standing on grass.
Various red, black, and white clothing tags with text for UR Turms denim and fabric care instructions.
Bus stop ad with young man in pink shirt dancing against white background and UR Linen Turms text.
Four posters on a brick wall show men in dynamic poses with the word TURMS; a cyclist rides by.
Outdoor wall ads show a man jumping to avoid stains on Turms Supima polo shirts in red, green, and white.
Billboard of a shirtless man stretching blue denim fabric on red background with text 'UR Superstretch'. Turms
Shirtless man wearing Turms blue jeans stretching denim fabric with text 'UR SUPER STRETCH' on a poster.
Four-panel outdoor ad showing a shirtless man stretching and wearing blue jeans labeled UR Superstretch.
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.
Four muscular men wearing black or white Turms briefs and square robot helmets with UR Germ Free Briefs text.
Storefront windows display Turms clothing ads featuring men in formal wear and a man in a red polo shirt.
Stacked red boxes labeled TURMS with briefs and socks, reading Damn Too Sexy Very Warm Feels Good So Comfy.
Turms Red tote bag with white text forming an X pattern hanging on a metal fence.
Wrinkled white plastic package with red text reading UR SPINA and TURMS in a box.
Kimbal
Building a platform for those powering the future of energy.
go back
Zosh
Designing how young India stays energised. The real way.
go back
Shaping how fashion speaks to men.
play
pause