We have a working culture wherein we sit for long hours and have serious back-related issues. No competitor in the industry selling office chairs had ever utilized this concept and hence we identified the gap and conceptualized the collaterals around it. Sitting Culture- the name itself is very relatable to the urban Lifestyle. Ours is a sitting culture- a culture where we sit for more hours a day than we sleep. What more befitting a name for an ergonomics chair brand. The logo has a rich feel owing to the shade of purple and has creatively clubbed the double ‘t’s and negative space to resemble a table and a chair, an ergonomic one to be precise! The entire brand communication was designed with a knowledge sharing approach of lifestyle ailments like back pain, spine problems and posture correction. The print ads created for the brand highlighted, through clever use of negative space, what lack of an ergonomically designed chair can do to your back.
