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.

Mansion House by Tilaknagar Distilleries is a beloved brandy with a cult following. For its legacy edition, we crafted a name that resonated deeply with the brand’s ethos and an identity and packaging that made it the quintessential top-shelf brandy at every enthusiast’s bar.

We chose the name with careful deliberation to convey a sense of exclusivity and intimacy, evoking the private and prestigious spaces within a grand mansion. The packaging represents the mansion itself, with the label as the door, inviting you in. The depth and detail of the bas-relief enhances the tactile and visual impact and intricately weaves the story of the Ugni grapes and the French distillation process into the very structure of the packaging, making each element a testatment to the brand’s heritage and craftsmanship.

lllustration: Pratap Chalke

A celebration of exclusivity and refinement.

Mansion House

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Eyewear sells glamour - it says put me on and transform into a celluloid version of yourself. Brands have built themselves on the back of iconic frames of Hollywood (and in India, Bollywood) celebrities.

Eternity Lifestyles, with its young brand Opium, wanted to compete against the established brands. It did not have their deep pockets, so it came looking for some imagination.

Interesting glasses, interesting people.

OPIUM

It signalled a new perspective, perfect for a brand with a uniquely curated range. There was an opportunity - Opium could be the brand for the most interesting person in the room. For a young audience, more interested in finding their own style, it was also, culturally, a more appealing promise.

We activated the creative community to help invent a unique language for the brand. And then to push it to the right corners of the market, we got the most exciting young influencers from different fields to become the face and voice of the brand.