Jabong.com was an Indian fashion and lifestyle e-commerce portal. In July, 2016 Flipkart acquired Jabong through its unit Myntra for about $70 million. In 2019, they wished to see how Jabong’s look and perception could change, if they became a luxury ruler brand.

A study of the Brand Archetypes revealed that at the time, Jabong resembled an Explorer. A shift to become a Ruler meant a complete reimagination of the brand.
The visual language had to be subtle yet authoritative and hence easily identifiable as and ownable for Jabong. For the same reason, the curve of the alphabet J is used to crop all images. With the above in mind, the branding has been explored in two directions: Understated & Sophisticated; Bold & Flamboyant. 

This project was done at Dentsu Mcgarrybowen.