Biba unveils new identity, revamps logo

Biba, India's leading ethnic apparel brand, announced that is moving to a new and fresh identity. For over 25 years, the brand has stood for a celebration of Indian origin fashion that has captured the imagination of young girls and women in India. As Biba plans on expanding its reach to newer markets and cater to the inspirational, yet traditional and fashion conscious generation of today's woman, it was felt that a new identity was required that would capture the essence of the brand through a logo and a symbol. Commenting on this new development, Siddharath Bindra, MD, BIBA said, "As they say, change is the only constant thing…Similarly, with the changing times, BIBA has also evolved and matured as an ethnic fashion brand for the new age woman. It is this journey and evolution that made us decide to redo the brand identity in order to make it younger, more fashionable and yet Indian in nature.”

The passage to the new identity was through extensive research among shoppers and internal stakeholders in India which brought forward the point that 'confidence' had to be the core brand value which had to focused upon. This was felt to resonate among the younger generation of Indian girls and women across all ages and professions.

The design of the new logo is inspired by a peacock feather - an intrinsically Indian motif that has found representation in art and fashion through eternity. It captures the core value of confidence for the Biba brand identity. The typography for the refreshed identity is clean and bold, although with soft edges and contouring, highlighting the feminine character of the brand. Together, the symbol and the typography are expressed in a bright, vivid red colour to place the associations with fashion, celebration and womanhood.

Anjan Roy, Director of Elephant Delhi, the branding firm that has worked closely with the key stakeholders at Biba to develop the new identity said, "Biba has always stood for a very fashionable and stylish brand for women across India. It was a perfect blend of just the right amount of fashion quotient - without being over dramatic and over expressive. It was important for us to maintain the brands position in the current fashion space and yet broaden the reach of the brand to new consumer segments. This, we think, has been effectively balanced to arrive at an identity that is Indian, fashionable and vivid”.

The refreshed identity will be expressed across all brand touch points across retail, online stores, merchandise, communication and the corporate & media apertures from this season onwards.