Independent marcom agency DigiStreet Media has been awarded the branding and marketing mandate for SBC Exports’ apparel brand F-Route, as part of a broader effort to strengthen the company’s consumer-facing fashion portfolio.
The mandate includes a comprehensive brand revamp spanning a refreshed logo, tagline, visual identity, and the management of F-Route’s digital and offline presence. Central to the repositioning is the new brand tagline, ‘Uniquely You’, which places individuality and self-expression at the heart of the label’s everyday fashion offering.
According to SBC Exports, the updated identity reflects evolving consumer preferences in India’s fashion retail market, particularly among younger audiences seeking affordable yet expressive clothing. The revamp aims to align F-Route more closely with contemporary fashion sensibilities while reinforcing its relevance across platforms and touchpoints.
Commenting on the development, Govindji Gupta, managing director, SBC Exports, said the initiative goes beyond visual refresh. He noted that the revamp is a strategic move toward building long-term brand equity, deepening consumer loyalty, and creating sustained value. With a renewed digital and offline presence, the brand seeks to communicate its ethos of adaptability and inclusivity more clearly to today’s fashion-conscious consumers.
DigiStreet Media led the brand architecture and creative strategy, introducing design elements that celebrate personal style and inclusivity across age groups and fashion preferences. Darpan Sharma, CEO & Strategist at DigiStreet Media, highlighted that self-expression remains central to modern fashion. He added that the goal was to translate F-Route’s philosophy into a versatile identity system that resonates across demographics, making ‘Uniquely You’ a lived brand promise rather than just a tagline.
F-Route operates across men’s, women’s, and kids’ categories and is backed by SBC Exports’ manufacturing facilities in Mirzapur and Sahibabad. The revamp aligns with the company’s larger retail and e-commerce growth plans.
