SHREE

TitleSHREE
BrandCOTTON COLLECTION
Product / ServiceSHREE
CategoryA01. Creation of a new Brand Identity: Consumer / Corporate / Non-profit
EntrantLEO 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

Credits

Name Company Position
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

The Campaign

To take a 2500 year old culture and craft it into a modern-day fashion icon.

Creative Execution

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.

Indication of how successful the outcome was in the market

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.