31 Labels
Building Everyday Glamour into a Fashion Authority
Services
Brand Positioning
Visual Identity
Art Direction
Content Strategy
Digital Commerce
APPROACH
31 Labels is a fashion marketplace for India’s accessible luxury shopper. The brand needed an identity strong enough to hold its own against the labels it curates. A competitive audit of India’s luxury fashion marketplace category showed the same gap across every player. Each platform behaved like a mass market aggregator, competing on discounts and catalogue size, with no distinctive visual world to call its own. This became the starting point for 31 Labels.
For the logo, we built it around the visual hammer of a label tag, a nod to the name 31 Labels without ever being literal about it. The mark was designed to flex across formats, sitting as comfortably on packaging as it does in a title card or a static campaign visual, giving 31 Labels one consistent marker to build recognition across every touchpoint.
Packaging Design
A distinctive color, with a bold graphic logo system - adds memorability and freshness in the fashion marketplace category
Colour became one of the brand’s hardest working assets. We chose a bold, distinctive palette that reads as fashion forward rather than neutral, giving 31 Labels a visual identity that stands apart from the very brands sitting inside its own portfolio. The same palette carries through to packaging, where premium materials and finishes extend the promise of everyday luxury from the digital edit to the box that arrives at a customer’s door.
Content on 31 Labels was built to read like editorial, not e-commerce. We developed a visual language of styling stories, look books and lifestyle photography that lets the platform speak in the voice of a fashion publication rather than a listings page, so every piece of content sits comfortably alongside the labels it features.
