DigiStreet Media has secured the branding and marketing mandate for SBC Exports Ltd.’s fashion label F-Route, leading a comprehensive brand revamp aimed at strengthening its presence across digital and offline platforms.
SBC Exports Ltd., a publicly listed diversified company with over three decades of expertise in textiles and apparel, announced a strategic transformation of F-Route as part of its broader consumer-focused growth strategy. The revamp includes a refreshed logo, new tagline, updated visual identity, and an enhanced omnichannel presence designed to align the brand with evolving fashion preferences.
With the repositioning, F-Route introduces its new brand philosophy, “Uniquely You,” celebrating individuality and self-expression in everyday fashion. The refreshed identity reflects SBC Exports’ intent to expand its consumer-facing portfolio and capture a larger share of India’s rapidly growing apparel and retail market.
India’s fashion retail sector continues to witness rising demand, particularly among youth-driven audiences that prioritise personal expression and distinctive style. F-Route’s transformation is strategically aligned with these trends, reinforcing its commitment to delivering affordable, high-quality apparel that adapts to consumers’ lifestyles rather than the other way around.
Govindji Gupta, Managing Director, SBC Exports Ltd., described the move as more than a visual update. He said the revamp is aimed at building long-term brand equity, strengthening consumer loyalty, and enhancing shareholder value. According to him, the renewed digital and offline presence makes F-Route’s commitment to adaptability and inclusivity clearer and more relevant to today’s fashion-conscious audience.
DigiStreet Media played a central role in shaping the brand architecture and creative strategy to ensure market relevance. The new identity incorporates bold design elements that emphasise individuality. The elevated “U” in the logo draws attention to the consumer within the tagline “Uniquely You,” while a plus-shaped symbol represents the brand’s role as an extension of personal style and inclusivity across age groups and fashion segments.
Darpan Sharma, CEO & Strategist, DigiStreet Media, noted that self-expression defines today’s fashion landscape. He emphasised that the creative approach focused on building a versatile identity system capable of resonating across diverse demographics and platforms, positioning the tagline as a promise of empowerment rather than just a marketing line.
Backed by a robust manufacturing base in Mirzapur and Sahibabad, SBC Exports continues to leverage its established textile expertise to support F-Route’s evolution as a modern, consumer-first fashion label across men’s, women’s, and kids’ categories.
The brand overhaul aligns with SBC Exports’ broader retail and e-commerce expansion strategy, reinforcing its competitive positioning while appealing to a new generation of consumers who view fashion as a form of self-expression.
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