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True Living

Lifestyle Retail
True Living ongoing - Jun 2011
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About the client

True Living is a range of natural home textiles with emphasis on unique designs, high quality and ecological viability. True Living’s philosophy is to highlight and spread the awareness for some of the vital elements that maintains a symbiotic relation with earth and plays a role in framing our life, behavior and needs. True Living brings the range of home textile products from the core of the nature to make our life a wonderful and natural journey to eternity.


The parent company, Rangoli furnishings, was primarily into the manufacturing of high end towels for some of the biggest brands in the world. The customer wanted to launch his own brand in the highly populated market of home textiles and wanted to create a differentiation in terms of the quality, designs, sizes and material being used. From day one, the client was clear about keeping all the products natural and hence wanted the same to be communicated in the brand name. In order to address all the segments of the society, the client wanted to create different brands for addressing the mass, premium and luxury home textile customers.

Our solution

Brands of Desire created a brand strategy and gave the name True Living to the client’s business. The branding exercise resulted in the creation of a consistent brand architecture having different brands designed for different target segments of the society ranging from premium to mass market. The client launched all the brands during a home textiles event in Bangalore and received overwhelming response from the market and its chain of distributors.

Scope of services

Brand Naming
Brand Tagline
Brand Strategy
Brand Architecture
Product Naming

Technology Naming – Strong hems, Bio Towel technology, Super absorb
Brand Packaging
Brand Identity
Brand Collateral


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