Westside

Brand Communication

Creative Direction

Creating a unifying brand design system that enables consistency at scale for Westside

Westside, a Tata-owned retail brand under Trent Ltd., is one of India’s most prominent fashion and lifestyle destinations. Since its launch in 1998, the brand has built a reputation for making contemporary fashion accessible to a broad Indian audience. With over 200 stores nationwide and a portfolio of 30+ in-house brands—including NUON, LOV, Zuba, ETA, Utsa, and StudioWest—Westside has redefined private label retail through an agile, design-to-shelf model that responds to local tastes while staying in step with global trends.

Brief

To create a future-facing brand identity system for Westside and its extended family of sub-brands. One that brings structure to scale—establishing clarity, consistency, and cohesion across internal teams and external creative partners, while retaining the fluidity needed to evolve seasonally and stylistically.

Challenge

The system needed to serve multiple purposes: as a guiding framework for internal brand, design, and marketing teams; as a reference point for the many agencies and collaborators Westside works with; and as a foundation that could adapt across formats—print, digital, and in-store. It wasn’t just about visual alignment, but about building a system that could hold space for each brand’s distinct voice, yet communicate as one coherent Westside experience.

Solution

The design guidelines were shaped through close collaboration with Westside’s teams built on dialogue, prototyping, and iterative refinement. Rooted in neutrality and modularity, the system offers a clean, adaptable foundation that evolves with the brand. Each sub-brand was consolidated within a shared visual logic, defining consistency across logos, colour, type, and grid, without sacrificing flexibility. Rather than enforce control, the framework offers clarity and creative freedom. The result: a living design system built for scale, ensuring every campaign online, in-store, or across India, still feels unmistakably Westside.