Ludic®, A Strategic Brand Refresh for India’s Footwear-First Lifestyle Brand by StudioDraft®

In 2024, StudioDraft® partnered with Ludic® to undertake a comprehensive brand refresh aimed at repositioning the company as India’s footwear-first lifestyle brand. While Ludic had already established itself within the market, the existing brand lacked a distinctive positioning and a cohesive visual and verbal system capable of differentiating it from a growing number of lifestyle and footwear competitors. The challenge was not simply to modernize the identity, but to create a stronger strategic foundation that could support the brand’s long-term ambitions and expansion. The project began with an extensive brand audit and research phase. Through competitor analysis, customer perception studies, and brand evaluation, StudioDraft® identified key gaps within the existing identity. The brand's