How do we design a modern digital brand for a rooted Indian organization?
THE BIG QUESTION
Future Group is India’s leading consumer & retail company. In order to lead the next wave of consumer and retail innovations, the group created a platform – Consumer & Digital Labs - which could help path-breaking startups validate, evolve, refine deliver digital innovation to Future Group's businesses and consumers.
While the platform was started under Future Group it was important that it had its own independent identity and spoke the language of the startup community, hence a conscious call was taken to not include the name ‘Future’ to the brand name.