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Packaging Design

CONTRABAND

In a value-conscious market like India, online fine jewellery has thrown open the high gates of jewellery. The category is expanding from ‘ritualistic’ to ‘everyday’, bridal to non-bridal, and so on, eventually making precious jewellery an accessible commodity. But to women, jewellery is so much more than grams and carats.

Kumari Fine Jewellery is built for lovers of jewellery. For modern Indian women who spend on ‘objects of desire’ across fashion, lifestyle,and luxury to look and feel good everyday. The brand is designed to make fine jewellery a part of their wardrobe (and not lockers) with irresistible designs and a brand world that celebrates personal style. The brand name is an ode to the modern Indian woman, who wants to be the protagonist of her own story, in her own style.

Wearable Wonders

Kumari 

We wanted a name to capture a state of mind of not just giving in to the heart, but really owning it. Kumari is Inspired by the emotion of being the queen of your heart.
From the identity to the logomark- Kumari is unmissable, quite intentionally. 
The Kumari heart is crafted as a symbol that acts as more than a logomark. The wide appeal of the shape is reimagined through facets that stay true to the emotion and add the modernity we stand for. 

The central tenet of the brand is the flaunt value that we integrate at every step. From product to the experience, everything points to the ‘Extra-ness’ that we wholeheartedly endorse.

For the online experience, we created a distinctive look amongst heavy hitters in the category with a distinctive look. We wanted the user interface to be a friend rather than a salesperson. Exciting content, beautifully interspersed with the product, a focus on visual narrative and a clean and uncluttered journey have ensured brand affinity from the get-go.

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Kumari Fine Jewellery

Svatantra, one of India’s leading microfinance institutions, took a transformational leap when it merged with Chaitanya, making it the second largest in India. Its growth demanded a brand evolution that could reflect its ambition. At the heart of this evolution lies a powerful insight: India’s economy is powered by its micro-entrepreneurs. Yet, this crucial segment has often been underserved, with microfinance perceived as mere charity rather than a catalyst for self-sufficiency. We challenged this notion by placing entrepreneurship at the centre of the brand refresh. Our strategic insight of “Building the entrepreneurs who build India’s economy” steered the new identity.

Building the entrepreneurs that build India’s economy

Svatantra

At core of the new logo is the ‘Swa’ from Svatantra, drawn from the Devanagari script, representing the power of the self that seamlessly integrates with a subtle nod to the rupee sign (₹). To this we add the leap of independence - a bold representation of aspiration, and forward momentum. In a final thoughtful touch, the logo incorporates Chaitanya’s signature blue—a tribute to the legacy that became the wind beneath Svatantra’s wings.The result is a clutter-breaking identity that blends heritage with modernity—a mark of dignity, ambition, and the belief that true independence is earned, not given.

The new Svatantra brand system takes inspiration from one of the strongest symbols of financial empowerment—currency notes. Just as currency represents value and exchange, Svatantra represents the power of self-earned progress.

At the core of the visual language is guilloche, an intricate pattern traditionally seen on banknotes, now reimagined as a symbol of trust, authenticity, and the entrepreneurial spirit. This fine detailing runs through Svatantra’s collaterals, creating a rich, layered system that speaks to the dignity of financial independence.


The brand system extends into a wide range of collaterals, each designed to inspire, inform, and empower. Marketing materials, business stationery, and digital assets all carry the unmistakable visual language of self-reliance and growth. 