With a design office based in London, Cover Story is India’s first fast-fashion brand, and delivers the latest global trends to the young and confident Indian woman.
Drawing insights from extensive market research led by Future Brands, the visual language positions Cover Story as a fashion authority. As a fast-fashion brand, being relevant and current is critical to an evolving, modern aesthetic. The logo, therefore, is based on the concept of Time. The ‘forward slash’ in the logo combines the edgy momentum of time and the classic fluidity with which a story unravels.
The contemporary, trendsetting young Indian woman embraces femininity as a strength. Cover Story highlights the soft and delicate, with feminine and figure-flattering silhouettes. The colours and typography are designed to keep the brand feminine and luxurious. We evoked a premium experience through multiple retail touch-points across stores. Cover Story has a presence in 12 cities across India at shop-in-shop and exclusive outlets.