SBC Exports has announced a strategic brand revamp for its fashion label F-Route. The transformation, conceptualized and executed by independent marcom agency DigiStreet Media, includes a refreshed logo, tagline, visual identity, and an elevated digital and offline presence.
The new identity features bold design elements that underscore individuality. The elevated “U” in the logo highlights the emphasis on “you” within the tagline ‘Uniquely You’, while a plus-shaped icon symbolizes the brand’s role as a ‘+1’ to personal style, inclusivity, and diversity across age groups and fashion preferences.
With this overhaul, F-Route unveils a bold brand revamp, reinforcing a consumer-centric growth strategy while also embracing the new brand positioning “Uniquely You”, celebrating individuality and self-expression in everyday fashion.
Darpan Sharma, CEO & Strategist, DigiStreet Media, said, “In today’s fashion landscape, self-expression is everything. Our creative approach was to translate F-Route’s philosophy into a versatile identity system that resonates across demographics and platforms. ‘Uniquely You’ isn’t just a tagline, it’s a promise that the brand will always empower individuality.”
Govindji Gupta, Managing Director, SBC Exports, said, “This is more than a design change; it’s a step toward unlocking long-term brand equity, consumer loyalty, and shareholder value. F-Route has always stood for adaptability and inclusivity. With a revamped digital & offline presence, we are making that statement clearer, louder, and more relevant to today’s fashion-conscious consumers.”
