Linen Club-☆▼, the premium linen fabric brand from theAditya Birla Group□=●, has launched its new brand identity and logo representing the brand&#39▷●;s passion▪▲=◁, authenticity and expertise in creating the best linen fabric and apparel•◁=★. The inspiration behind Linen Club&#39☆▲▷-;s new brand identity is the amalgamation of European origin and Indian heritage■-.

The new logo with flax stalk and flower imprinted on a shield exemplifies authenticity and legacy●▪. The flax stalk and flower represent the flax fields ofEurope▲•□, beautifully capturing the origin story of Linen Club&#39☆-•=•;s fabric and illustrating the authenticity behind creating a fabric that stands out●•★△□. The flax fields ofEuropeare the birthplace of the finest linen fabric in the world▷□▲=▷. Nurtured by the generational expertise of the European farmers◁-◇•, the premium flax is woven by Linen Club into the premium and stylish fabrics□▽◁◆◁. The shield in the logo symbolises Linen Club&#39◇▼△…◆;s legacy and seven decades of crafting excellence◆==. An icon of authority□○, heritage and leadership▷◇,the new logo is the mark ofIndia&#39…▽;sNo○…•△.1 linen fabric brand●△◇.Linen Club&#39◇▲☆;s fabrics has a mark of authenticity and genuineness from the European Confederation of Flax and Hemp &ndash•○◆; CELC•○▽•▷.

&quot■▪;With a strong legacy of over seven decades•▲•…, Linen Club has finely crafted the story of linen inIndia▪==■. As we prepare ourselves for the future•□, we want the Linen Club brand identity to manifest our passion for linen combined with our heritage-□-▲, our expertise and our authenticity▼▼•▲. The new identity while staying true to the core values of Linen Club△▲▲, gives it a credible and inspiring imagery◆◇. Join me in celebrating our passion for linen with the launch of our new logo and brand identity=★▽,&quot◁■☆▲;saidSatyaki Ghosh☆▼▽▷◇, CEO…▪, Domestic Textiles (GrasimIndustries) Aditya Birla Group▪•▲○, while launching the new brand identity and logo△△….

The brand colours are inspired by the flax plant and the flax fields ofEurope=▽•…. The core colour◆■□, teal□▪, is a fusion of blue and green◁▪●. It draws inspiration from the pure blue sky and the green flax fields inEurope▼▪▲△. The secondary colour▲△=…, beige▪–▼▲, is inspired by natural flax fibres◆▼■. These colours come together in the new brand identity in forms that are ageless▼◁◁•, elegant and contemporary■▷■▽★. The sum of the two perfectly captures Linen Club&#39○○=▪•;s passion for linen◁▪. The new font is modern and symbolises breathability▲▪□□, much like linen&#39•▲;s inherent property itself●☆○▼•.

&quot☆◇▼▲;As I am personally passionate aboutLinen▲▪, it was an absolute delight when VGC was invited to rebrandLinen Club●▪▼◆. Through the new logo we have brought alive the story ofLinen&#39○◆◁;s European heritage★◁☆, the legacy of the brand inIndiaand the fabric&#39•▼◆;s authenticity in terms of its sustainable qualities▽☆▲▲▪. We then also translated it to a stylish visual narrative across a range of packaging and varied retail touchpoints◇▲=,&quot■★●;said PreetiVyas•▲○…•, chairwoman and CCO of VGC▼▲-, the agency creating and designing the logo□=▼.

Linen Club&#39▼=•;s new brand line is&#39◆△★○;Passionate like you&#39▷▼▷▽▼;○△.It celebrates passion as the key to the pursuit of excellence and the key to win…●▲-. As the leading linen brand and pioneer of linen inIndia▼=, with over 70 years of experience▷◇★…, Linen Club&#39●▪;s passion for linen speaks in its craft and designs△●■◆. A passionate enabler of authentic and stylish experience★◇-, Linen Club through its new brand line celebrates its customers who are passionate●▼■…●.

Linen Club offers the widest range of designs inIndiaand is synonymous with the finest quality linen=☆. Linen Club produces 3000+ designs every year and has 6000+ point of sales■△★, which makes it the No•◁◇.1 Linen brand in the country▼☆…◇.