Indian footwear brand Flite has refreshed its branding efforts with a contemporary new logo, putting forth a visual identity themed around ‘flight of dreams’.
Upon inquiry into the landscape of value range of footwear, user research revealed that the choice of accessories like footwear has evolved from merely being functional to a catalyst of their dreams and aspirations. Based on this insight, Flite focused on developing contemporary, aspirational, and youthful imagery. The visual identity was created around the concept of ‘flight of dreams’. The concept resonates well with the target group, which has high aspirations, is ambitious and believes in the idea of ‘now is the time for me to soar high’.
Continuing with the existing color palette for familiarity, the logo attempts to embody an
iconic visual element, which, while being integrated with the brand, can be used
independently as well. An abstract version of a bird taking flight has been crafted as the
iconic emblem represented in brand colors. Flite logotype was refined to reflect the
brand confidence that would mirror the ambitious mindset of Indian youth.
“Flite is a brand of semi-formal footwear from the house of Relaxo. Positioned as youthful, stylish, and comfortable, the concept resonates well with the target group, which has high aspirations, is ambitious and believes in the idea of now is the time for me to soar high. What has been remarkable in the new identity is the fact that it ticks all the requisite dimensions of brand expression without diluting the essence that current the audience was familiar with for decades,” explains Gaurav Dua, Executive Director, Relaxo Footwears Ltd.
The brand, which entered the Indian market about 15 years ago, offers a range of footwear
for men, women, and children. With actor superstar Ranveer Singh as the brand ambassador, Flite plans to reinforce its leadership position in the open footwear category.