|Product / Service||SHREE|
|Category||A01. Creation of a new Brand Identity: Consumer / Corporate / Non-profit|
|Entrant||LEO BURNETT SOLUTIONS Colombo, SRI LANKA|
|Idea Creation||LEO BURNETT SOLUTIONS Colombo, SRI LANKA|
|Media||LEO BURNETT SOLUTIONS Colombo, SRI LANKA|
|PR||LEO BURNETT SOLUTIONS Colombo, SRI LANKA|
|Production||LEO BURNETT SOLUTIONS Colombo, SRI LANKA|
|Trevor Kennedy||Leo Burnett Solutions Inc||Chief Creative Officer|
|Shayani Obeyesekera||Leo Burnett Solutions Inc||Creative Group Head|
|Tasneem Dawoodbhoy||Leo Burnett Solutions Inc||Copywriter|
|Eraj Wirasinha||Leo Burnett Solutions Inc||Creative Director|
|Athula Kathriarachchi||Leo Burnett Solutions Inc||Senior Creative Director|
|Roshana Rasheed||Leo Burnett Solutions Inc||Associate Creative Director|
|Sarah Hasanally||Leo Burnett Solutions Inc||Brand Executive|
|Anfaz Amanulla||Leo Burnett Solutions Inc||Brand Manager|
|Mehnaz Ilhamdeen||Leo Burnett Solutions Inc||Head Of Operations|
|Hassan Samdin||Leo Burnett Solutions Inc||Art Director|
|Janath Gamage||Leo Burnett Solutions Inc||Art Director|
|Chamari Priyabarshini||Leo Burnett Solutions Inc||Senior Executive - Broadcast Production|
|Jayantha Liayanage||Leo Burnett Solutions Inc||Senior Digital Artist|
|Caryll Van Dort||The MSL Group||Director|
To take a 2500 year old culture and craft it into a modern-day fashion icon.
We created the brand Shree, a title for respect. Using only circles, we produced a new script that can be customised for any fashion item or accessory the tourists bought. Giving them not just a touch of tradition in its modern form, but also a part of Sri Lanka they can make their own.
Recently launched, the new brand has started to receive much commendation – not just from its customers, but also from linguists and traditionalists for its opportunity to expand the language in to contemporary usage and instruments. Artists, typographers and designers have already approached the brand for usage of the script since rarely have attempts to modernise the alphabet, while retaining its purity, been successful. This has expanded the scope of the Brand’s business and positioning objectives.
Language is the root of any civilisation, and is the first induction to anyone who wants to interact with the land. The Sinhalese Alphabet, derived from the country’s native language, is arguably over 2500 years old. Tracing its ancestries back to a time when it was written on leaves, the alphabet removed straight lines from its letters to prevent tearing and losing itself along veins. This, inadvertently, gave it a wholesomeness that is quite distinct and exquisite. Unfortunately, in the recent past, this wisdom has lost its way. An insight that became our challenge and inspiration.