Red Tape Identity
Red Tape, one of India's largest retailers, has decided to make a large effort to move into the United States market. Launching in 2008, Red Tape USA will target males 18-45 with shoes that are based off of Formula One driving shoes. If successful, the retailer will expand to men's apparel and women's evening wear, a segment that it is already successful at in other parts of the world. The mix of automotive racing, Indian culture, European style, casual to formal footwear and the possibility of company expansion presents a unique challenge for an identity that reflects the uniqueness of the company and is versatile enough to be used in a number of ways.
