Fashion is as challenging as it is fun. This project involved creating an identity package for an indo-fusion brand, starting with the name. Inspired by the audience for the brand – strong, powerful, independent women, the name XEXY is derived from the female gene, symbolised by XX. The structure of the logo and visual language is inspired by the “ikat” print, a decorative, tie-and-dye fabric treatment. The overall look is bold, trendy and modern.