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14 : 03 : 2016 Bombay Electric : Anti-authenticity Marketing : Mumbai

Mumbai – Fashion store Bombay Electric has refreshed its branding to suit Millennial consumers.

: The store is known for featuring the work of both established and up-and-coming designers

: Each of the rebranded design elements carries an Anti-authenticity aesthetic

Bombay Electric branding by Michael Thorsby, Mumbai Bombay Electric branding by Michael Thorsby, Mumbai
Bombay Electric branding by Michael Thorsby, Mumbai Bombay Electric branding by Michael Thorsby, Mumbai
Bombay Electric branding by Michael Thorsby, Mumbai Bombay Electric branding by Michael Thorsby, Mumbai
Bombay Electric branding by Michael Thorsby, Mumbai Bombay Electric branding by Michael Thorsby, Mumbai

Located in the luxury shopping district of Mumbai, Bombay Electric has stripped back its heritage-style look in favour of minimal typography, intense colour gradients and abstract photography.

‘I knew that there was no way around using vibrant colours,’ explains art director Michael Thorsby, who has previously worked with brands including Uniqlo, Adidas and Beams. Photographs taken at artist Ann Veronica Janssens’ art installation yellowbluepink inspired the store’s colourful swatches, which were framed using grids.

The minimal logo references the utilitarian name and identity of the company and the vibrating letter ‘I’ ‘represents the restless curiosity that Bombay Electric stands for’, explains Thorsby.

The Big Picture

Brands must move beyond notions of craft such as heritage and artisanship to engage consumers who are bored by the same brand lexicon. Read our Anti-authenticity Marketing macrotrend to find out more.

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