Branding agency Rasta has collaborated with Provogue to lead the company’s evolution from a well-known apparel label of the early 2000s into a contemporary lifestyle and luggage brand. The mandate involved a full-spectrum rebrand, covering brand strategy, positioning, visual identity and the development of an integrated brand system.
This included the redesign of the logo, an updated colour palette, new typography and a comprehensive brand book. The refreshed identity signals Provogue’s intent to compete in India’s growing luggage market with a modern, future-focused approach.
A significant element of the transformation is the introduction of MYN by Provogue. Positioned as a first-of-its-kind proposition within the luggage segment, MYN allows consumers to design and personalise their own suitcases. The feature underscores Provogue’s focus on innovation, customisation and relevance for younger, design-aware travellers. Through this initiative, the brand aims to differentiate itself in a category where personalisation and aesthetic distinction are emerging as key consumer considerations.
Kuber Chopra, creative director at Rasta, said, “We grew up with Provogue being a stylish Indian brand. The opportunity to imagine the second coming of an iconic brand was exciting. Keeping its colourful core intact, we’ve created a contemporary brand system that signals Provogue’s ambition of offering young Indian travellers the most vibrant luggage options.”
The leadership at Provogue selected Rasta for the project based on the agency’s experience in shaping urban-focused Indian startup brands. According to the company’s ceo, Pravin, “We chose Rasta because of their proven expertise in building some of India’s most exciting urban startup brands. Their commitment to culture gave us confidence that they could reimagine Provogue in a way that stays true to our legacy but also makes us relevant to today’s consumers.”
With the rebrand complete, Provogue is rolling out its new identity and the MYN proposition across a range of touchpoints including product design, retail environments and digital platforms. This integrated rollout marks a pivotal chapter for the brand as it extends beyond its apparel legacy and aims to establish itself as a credible player in lifestyle-led travel accessories.
For the advertising, media and marketing community, the Provogue transformation illustrates how heritage brands are leveraging strategic design and consumer insight to re-enter competitive categories with renewed clarity and visual distinction. Rasta’s approach blends legacy recognition with a contemporary visual direction, positioning the brand to connect with travellers seeking expressive, customisable and vibrant luggage solutions.
By adopting a comprehensive brand system and launching a personalisation-led product offering, Provogue aims to engage a generation of consumers who prioritise individuality, functionality and aesthetics in travel gear. The new identity places the brand on a trajectory aligned with current lifestyle preferences, supporting a broader repositioning towards relevance in a dynamic market landscape.
