Rupa Frontline revamps brand identity, launches new logo

Rupa Frontline, India’s largest selling innerwear brand, has recently revamped its new brand identity with the launch of its new logo, which aims to capture the sensibilities of the millennials. The new logo repositions brand Frontline as a young and fashion-forward brand that aspires to make the lives of its consumers very comfortable.

The new Frontline logo and leverages the growth and expansion of the brand in India and abroad. The slant in the logo illustrates progress and the way forward. The letter 'E' showcases an aerial view of a phalanx, the frontward stripes are significant of the fact that the brand is moving ahead, says the company.

The new logo is designed to depict the journey of the brand from being an innerwear tenderfoot to one of the most popular brands in the country.

“We have been working on the new logo for quite some time, as the brand has come a long way since its inception in 1985 and a new logo that represents the brand’s present outlook was absolutely necessary,” said Mukesh Agarwal, brand president, Rupa Frontline.

“Two decades ago, Frontline was introduced as men’s innerwear brand. However, gradually it evolved into a lifestyle brand catering to the various needs of the consumers... The revamped logo efficiently projects the brand’s forward movement, while still retaining its authenticity and heritage,” added Agarwal.

Frontline's value proposition remains unaltered with the new logo launch. The brand stays put on its commitment to provide competitive pricing with a major focus on research and development and technological innovation.

The brand plans to utilise a 360 degree plan including TV, print, outdoor and digital for introducing the logo to end consumers.