The rebranding is to keep pace with the current environment and consumer behaviour informed an official statement.

Explaining the reasons behind the rebranding exercise, Gaurav Dua, executive director, Relaxo Footwear said, “We are an ever-evolving brand that has stayed true to the core values of being reliable and approachable across India. With the rebranding exercise, we have also infused youthful and transformational spirit that is important for the growth of internal and external stakeholders of the brand.”

Ashwini Deshpande, founder and director of Elephant, said, “Relaxo rebranding exercise involved validation of current values of being reliable and approachable while seeking newer dimensions to reiterate the brand’s leadership. We have built the new Relaxo visual identity with a wave of positive transformation to keep up with the evolving consumers and new-age products.”

In its new avatar, the brand’s dynamism is embodied by forward slanting letters in berry blue with sunny yellow swoosh flowing across. The swoosh stands for a wave of transformation, optimism, and positive growth.

“All brand applications are being created with an ownable visual language and will be evident in the coming weeks across products, print, retail and online presence. The new Relaxo visual identity signifies effortless movement towards progress,” added Dua.

Talking about Elephant, Dua said, “The agency has played a significant role in bringing our core values to life. I can proudly say that we collaborated with the right partners who understood our ethos and our brand's value proposition. They will continue to help us deliver a seamless brand experience to our customers in times to come.”