Brand identity for one of India’s leading luxury watches, Xylys from Titan
Tata’s watch manufacturing company TITAN was looking at launching a luxury watch in order to better respond to the market environment. The market in India was dominated by European/Swiss brands. The brand targeted a confident new generation of achievers who lived by their own values. Identity Counsel was engaged to create the new brand identity to reflect this changing environment. The identity had to reflect the new brand statement of ‘I do it my way’. The symbol that followed was created as a frame-like logo representing ‘focus’ and ‘individuality’. The colours and font highlighted the premium nature along with it being bold and sophisticated. The identity was then carried into the retail environment and packaging.