Brief: A new identity for a Malayali jewellery brand that does not contain the limitations of the present logo: that of not having simplicity, not delivering print perfection when reduced to monogram levels, not representing the palette of India and not really standing out as a jewellery brand.

Idea: The brand is a beautiful balance of Indian pride and global grace and represents the spirit of the modern Indian woman. Utilising distinctly Indian patterns and colours, we add the name ‘Mantra’ to it. But the ‘M’ of Mantra gets a little character: rounded, soft, solid, woman not girl, and a hidden Malayali whiff. We adopt the Indian motifs and patterns to fit into this ‘M’.

Brand Strategy
Brand Identity
Design & Art Direction