Crease Design Works partnered with LUX Global at a pivotal brand moment — beginning with the creation of the LUX Champion identity, including a bold new logo mark designed to be carried by Diljit Dosanjh across national campaigns. The star element in the logo was crafted to embody the champion mindset — confidence, aspiration, and everyday victory felt by LUX Champion consumers. Impressed by the strategic clarity and visual impact, LUX Global entrusted us with the design of five high-performing brand stores on Amazon, a platform driving over 80% of their sales. We led the planning and execution of complete storefront experiences for LUX Champion, LUX Karishma, LUX Amore, LUX Classic, and LUX Genx, aligning each brand’s identity with its respective ambassador — Pankaj Tripathi, Urvashi Rautela, and Suryakumar Yadav. From brand systems to marketplace storytelling, the Crease team was deeply involved in strategising, designing, and deploying media optimised for scale, conversion, and consistency, reinforcing LUX’s leadership in India’s innerwear category.