Case Study – Brand Strategy & Digital
Kanvas is a luxury footwear brand that blends Indian art with fashion, offering a unique collection of handmade designer footwear for both men and women. From custom-made formal and occasion wear to limited edition artistic pieces, Kanvas stands as a tribute to the rich tapestry of Indian ethnic designs.
Kanvas faced a critical disconnect between its brand identity and its target audience, which was impacting sales. Their previous positioning focused on a 40+ demographic, a mismatch for their vibrant, artistic product range. As a result, sales were struggling. Research revealed that the brand’s true audience was a younger group, ages 25-35, who appreciated unique, artistic designs and were willing to pay a premium for high-quality, expressive footwear. This insight became the foundation for a bold re-positioning strategy.
Kanvas needed more than just a facelift—it needed a transformation. We recognized the opportunity to reposition the brand as a high-end footwear label that seamlessly blends Indian artistry with contemporary style. The goal was to create a brand that spoke directly to a younger, more vibrant audience—those who see footwear as a canvas for self-expression.
The tagline, “Expression is Everything,” perfectly captured the essence of the brand and resonated deeply with the target market. We crafted a bold, confident brand personality—one that embraced freedom, exploration, and individuality. Kanvas was no longer just a footwear brand; it became a medium for those seeking to express themselves and stand out.
To bring this vision to life, we revamped the website, marketing communication collaterals, and content across social media platforms. Additionally, we strengthened their presence on 3rd party aggregator sites to ensure that the brand was positioned prominently across all relevant platforms, further increasing its visibility.
We undertook repositioning of the company as high-end footwear brand that pairs Indian art and contemporary look.
‘Expression is everything’ as a tagline resonated with the brand as well as the target audience. Creating a brand personality that is bold, confident, seeks freedom and is an explorer at heart and bold, made Kanvas a medium of meeting aspirations of those who wanted to be themselves.
With this in mind, we revamped the website, marketing communication collaterals, content on social media platforms as well as our presence on 3rd party aggregator sites.
