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.

Vegetarian food is equated with familiarity. Anubhav Ananda, a venture backed by the retail veteran and passionate vegetarian Bela Gupta, wanted to challenge this association and launch a new meal 

Vegetarian.  For the imaginative.

Herbivore

It has expanded from the narrow confines of taste and satiety. Food is now a big, exciting site of imagination. This new offering had to be conceived as a lifestyle brand. Built on the pillars of wholesomeness, discovery and a well-designed experience. We called it Herbivore.

Herbivore came with a 30-day no repeat promise. The dynamic identity captured the idea of choice.

With the promise of ‘infinite vegetarian’, we created a modern world of gourmet vegetarian meals.

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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