Turms is India’s own and only fashion brand that works on a radically new concept: applying technology to fashion. From germ-free to anti-stain, easy cool to air-able, stretch, super-stretch to anti-viral, Turms is on a mission to make clothes that not only fit you well but also help you function.

We developed the brand identity framework by representing the promise that the brand is built on. Turms is all about YOU, your life, your fit, your fashion, your style, your choice, your aspiration and your comfort. And so, our new brand identity also echoed this very concept of the brand, loud and clear.

The colour red has influenced the fashion industry for ages. But we felt that it represented the endless zeal of the brand quite accurately. And the blue balances the edgy red quite like one can balance their active life with tech-infused Turms clothing.

We applied our learning from the research around men's wear to change the way we spoke to our consumers. Instead of fashion, we talked about how technology benefits the customer. The extended visual language introduced a more refined and relatable iconography. The illustration style was centred around reflecting the brand promise and benefits in an easy, evolving way. The logotype can also be translated into a pattern that can function as a design element across an array of applications. 

Moshimbo Belief #893

A beautiful design is not beautiful until it solves the problem

Moshimbo Belief #28

Be ugly in the most beautiful way