Brand identity project to rebrand Sherwood Tailors to a new, fresh identity with the name ‘Napia’. The organisation found that the first brand wasn’t targeting the right market and their overall goals and values had changed. The fresh new brand focuses on targeting the wedding industry and opening up to both genders. The logo concept references the meaning of the word Napia in relation to its origin of Punjab, India. The name “Napia” acknowledges the strong history of Indian tailoring, which is growing into bespoke tailoring. The logo mixes tradition and modernity in equal measure. The intricate border creates an elegant visual device that references the shapes and patterns used in traditional Indian designs. The thick and thin characters show sophistication and prestige that comes with tailored clothing.