The project worked to develop a brand identity for the control brand and generate creative concepts for retail communication that will help pull the customers to the fashion department. The visual identity and all brand communications were designed to evoke the feeling of aspiration – a fashion brand with roots in Indian culture that still feels international. The apparel brand was named ‘Sash’ – an amalgamation of the Sanskrit names for Sun (Savit) and Moon (Somesh) – that drew inspired from Indian beliefs, cued adventure, and stimulated the spirit. A visual system which, combines the attributes of both the sun and moon was developed. It depicted the harmony between the power and energy and passion and chemistry.