Project Overview

The Ashdeen label, renowned for its hand-embroidered saris inspired by centuries-old Oriental and Persian techniques, sought a comprehensive brand transformation. Starting from the logo and extending to brand language, stationery, and packaging, the goal was to revitalize the brand’s identity while maintaining its essence of elegance and craftsmanship.

Problem Statement

Despite Ashdeen’s rich heritage and exquisite craftsmanship, its existing brand identity lacked coherence and failed to effectively communicate the brand’s essence to its target audience. The challenge was to create a new brand identity that not only captured the essence of Ashdeen’s creations but also resonated with its esteemed clientele, including celebrity actresses and industrialists.

Our Approach

We embarked on the project with a thorough analysis of Ashdeen’s heritage, craftsmanship, and target audience. Our approach focused on capturing the essence of Ashdeen’s creations through a sleek, minimalistic brand language that exuded sophistication. Drawing inspiration from the brand’s intricate embroidery patterns, we crafted a logo and logo mark that symbolized elegance and timelessness. Incorporating a refined color palette of black, white, and gold, we aimed to create a visual identity that reflected the luxurious appeal of Ashdeen’s saris. Additionally, we developed a set of illustrations derived from the brand’s prints and patterns to further enhance its visual storytelling. Through meticulous attention to detail and a commitment to capturing the brand’s essence, we aimed to create a brand identity that would resonate with Ashdeen’s esteemed clientele and elevate its presence in the fashion industry.