How 'Don't Be Content' helped a 100-year-old brand find a timeless expression

Vijayalakshmi Silks, the choice of silk connoisseurs across the country, has recently turned a page in its incredible 100-year-old journey with a brand-new identity and brand strategy - in partnership with Don’t Be Content ‘Rediscover Silk Heritage. Rediscover Vijayalakshmi Silks.’ With this powerful brand mission statement, Don’t Be Content, conceptualised and designed the brand identity that embraces the brand’s traditional moorings, and takes its legacy forward. The new logo is a stylised interpretation of the kamala (lotus), the flower that adorns Goddess Lakshmi, its 8 petals portraying the 8th Ashtalaskhmi - Vijayalakshmi. Purple the colour of royalty and grandeur; and