WROGN
Wrogn is a fashion startup with a rebellious spirit, backed by cricket icon Virat Kohli. Created in collaboration with the Indian National Cricket Team captain, Wrogn offers an exclusive range of youth fashion that breaks away from the norm, and aims to empower young India by encouraging independent thinking and a unique sense of style.
TARGET AUDIENCE
- The Wannabes: People who look up to Virat Kohli and try to emulate him in whichever way possible. They idolize him as their god, hero, and dream.
- The Self-Assured: People who respect Virat Kohli as an achiever and game changer. They see him as an athlete and achiever, but they do not worship or emulate him. They don't need any validation from others.
- Independent Thinkers: Creative and courageous individuals who Wrogn enables to be independent thinkers. Capable of original thinking, willing to take risks, and respectful of others' needs and perspectives.
DESIGN CHALLENGE
Ensuring that every piece of content reflects the brand's essence of fashionable, aspirational, entertaining, and unexpected, and speaks to the spirit of independent and unique style. It should be edgy and disruptive.
PROJECT 01: WROGN MYSTERY LOGO
Design a logo unit for the campaign 'Wrogn Mystery,' that challenges the audience to solve a problem which has been presented to them by India's biggest celebrity. The campaign maintains the mystery and intrigue by presenting Virat Kohli with two completely unrelated subjects/objects with him, leaving the audience to try and decipher what it could possibly mean. #IYKYK.
Note: I worked on the layouts, but the VMs were done by my colleague, Rahul Krishna.
PROJECT 02: WROGN YOUTH LOGO
Create a logo unit for subcategory that conveys the playful and rebellious essence of being a 'certified troublemaker'. The products under this subcategory are catered towards youngsters between the ages of 8-14.
PROJECT 03: WROGN FRAGRANCE
Design a fragrance bottle (label and cap) that aligns with the brand's nature while not only adhering to the technical constraint of being single blow molds with a pump tube, but also the fact that one could not experiment with the shape of the bottle.
Note 01: The hooded cap was done by my colleague, Vishnu.
Note 02: While the clients liked the options, they went ahead with designs done internally as that worked out cheaper.
PROJECT 04: WROGN T-SHIRTS
Create visually appealing T-Shirts that highlight the brand's DNA in a subtle, yet engaging manner.
Note: While the clients liked the options, they went ahead with the designs created by their internal brand merchandising team, as that worked out cheaper for them.
PROJECT 05: WROGN x INDIAN ARMY BELTS
Create belt designs that honor and pay tribute to the Indian Army, reflecting the values of bravery and patriotism while aligning with Wrogn's brand identity.
Note: While the designs were approved, the client had put a hold on this job as they decided to go with other accessories instead.
PROJECT 06: WROGN CARRY BAGS
Design carry bags that serve as a consumer touch point, and not only serve a functional purpose, but also act as a visual and interactive element to capture interest and engage curiosity.
First approach: Use optical illusions to trick people's minds and engage their curiosity.
Second approach (considered, but not implemented): Design the carry bags to look like an X-ray of a suitcase containing dangerous items, creating a bold and edgy visual statement. This approach was deemed too risky for the business, leading to the choice of optical illusions instead.
PROJECT 07: WROGN x MINIONS' POSTS
Create engaging social media content for the brand in collaboration with Minions and the movie launch of "Minions: The Rise of Gru."
PROJECT 08: WROGN TOPICAL POSTS
Create topical posts on trending formats while maintaining the Wrogn approach. We had to ensure that the content is always engaging, in line with the brief 'Always unexpected, never boring.'
