Linen Club, the linen fabric brand from the Aditya Birla Group, announced the launch of its new brand identity and logo. The inspiration behind the new brand identity is the amalgamation of European origin and Indian heritage.
The new logo is a flax stalk and flower imprinted on a shield. The flax stalk and flower represent the flax fields of Europe, capturing the origin story of Linen Club’s fabric and illustrating the authenticity behind creating a fabric. The shield in the logo symbolises Linen Club’s legacy and seven decades of crafting excellence, the company said in a press statement.
The new brand’s new slogan, ‘Passionate like you’ celebrates passion as the key to the pursuit of excellence and the key to win. A passionate enabler of authentic and stylish experience, Linen Club through its new brand line celebrates its customers who are passionate about life.
Satyaki Ghosh, chief executive officer, domestic textiles (Grasim Industries) Aditya Birla Group, said, “With a strong legacy of over seven decades, Linen Club has finely crafted the story of linen in India. As we prepare ourselves for the future, we want the Linen Club brand identity to manifest our passion for linen combined with our heritage, our expertise and our authenticity. The new identity while staying true to the core values of Linen Club, gives it a credible and inspiring imagery.”
Read also: Opinion: Digital Marketing Tactics: How to use them wisely now post-COVID
Preeti Vyas, chairwoman and chief creative officer, VGC – the agency responsible for creating the logo, said, “Through the new logo we have brought alive the story of Linen’s European heritage, the legacy of the brand in India and the fabric’s authenticity in terms of its sustainable qualities. We then also translated it to a stylish visual narrative across a range of packaging and varied retail touchpoints.”