Objective To create a lively, youthful and inspiring apparel brand that’s full of exuberance. The Brief 20-40 year olds always look to enhance their personality with Polos, Round Necks and Tees that speak their mind. The need of the hour is to create an iconic apparel brand that demystifies the current beliefs that generally youth are associated with. To create a brand that marks a transition in terms of design, quality and appeal in a price range that is very competitive. Target Profile Dashing, suave, smooth talkers who are well equipped to handle any situation with their wit, charm and intelligence. College goers, interns / trainees, people looking to accentuate their wardrobe with a new range.