STYLE MACHA
Branding, Visual Identity
With a mission to revolutionize how we purchase and consume fashion, Style Macha emerged as an affordable option for the entire family. Their belief—fashion can be sustainable if high-quality clothing can become timeless wardrobe staples. With lines for women, men, and kids, Style Macha required an identity that reflected their value-driven approach to a fast-paced industry.
Working closely with the founder, we positioned Style Macha as a clothing brand that champions being ‘Our Realest Selves’ — authentic and expressive, for those who wear their hearts on their sleeve and are unrestricted by trends. In doing so, their collections could be mixed and matched, creating infinite styling possibilities suited for all kinds of personalities and ages.
To highlight the myriad of styling opportunities, we created a visual system that played off the idea of ‘unity in diversity’ which aligned not just with Style Macha’s offering, but was synonymous with their pan-Indian audience. A type forward route, the word mark features a combination of serif and sans serif glyphs in conjunction with regional scripts. A ‘bindu’, present in many Indian languages shines above the C, an open third eye, a guiding North Star.
A vibrant colour palette extends the brand’s visual language across touch points. Jewel toned emerald and Rani Pink play off sunny yellow, sky blue, and rich orange. Both the bindu and a collage of regional scripts are leveraged as patterns to highlight the playfulness and joy of dressing for oneself.
