Major retailer in Bangladesh refreshes brand identity

One of Bangladesh’s leading lifestyle retailer Aarong refreshed its brand identity, with a vision to focus and grow its brand globally. Aarong’s brand was fragmented, with several logos being used concurrently, and in need of modernisation. This taken together with Bengali being a legal pre-requisite, meant the identity had to be fit for purpose in both Bengali and English languages.

Created in the ‘70s to empower rural artisans to rise above poverty, Aarong now supports more than 60,000 artisans across a network of 20 stores and 100 plus fashion, home and lifestyle product lines. The revitalised brand mark is elegant in its simplicity with dynamic foundations and a clear hierarchy that translates across digital and print touchpoints.

 “Refreshing the logo of an iconic brand and developing consistency across its applications has built the foundation for a stronger visual identity which we hope will appeal to today’s global consumer at home and abroad,” says Tanvir Hossain, deputy  general manager of marketing and sustainability at Aarong.