Model: Natasha Ramachandran, Photographer: Shahid Datawala
Model: Krithika Iyer, Concept/Styling: Manka Bhasin, Photographer: Jacky Nayak, MUAH: Sneha J Rathi
Client
IndieMaharani
IndieMaharani
What we delivered
Logo Design and Brand Identity
Logo Design and Brand Identity
IndieMaharani is a homegrown slow vegan indie clothing label. Their products are Earth-conscious, Ethical, Natural, Sustainable, and Zero Waste. The brand offers a wide variety of women’s clothing in both fluid and structured designs made from natural fabrics in an array of colours, prints and textures.
Tanya, the founder and creative director of IndieMaharani has carefully designed every collection to appeal to an audience much like herself, who believe in sustainable and ethical fashion and see everyday easy living as a true luxury.
A Minimal Maharani Palace
We created a custom typeface for the brand logo inspired by columns and curves of the palaces and the forts to give an owe to the word Maharani (The Queen). We carefully designed this 13 letter long wordmark to resemble a palace-like structure in the skyline. Borrowing the best from the sans to the serifs to bring a modern classic charm.
M for IndieMaharani
In comparison to the first word 'Indie', the second word 'Maharani' in the whole equation has more virtue in terms of weightage, sound, and recall. Keeping this in mind we chose a distinctive 'M' over pointy angular ones for easy recognition. We created a beautiful concise monogram version, for smaller areas like social media profiles and favicon. Zipping the thirteen letters brand into two letters or rather one, if we go by the looks of it.
Brand Assets
Inspired by the block printing style, we developed an elaborate set of graphic elements, patterns and designs to complement every brand touchpoint. From attention-grabbing visiting cards to a minimal royal invite, different messages and mediums but one design language. To fall in line with the brand's eco-conscious intent, we chose cloth material for bags/labels and opted for screen printing over digital.
Launch campaigns
We further solidified the brand tonality and its communication. Giving a separate communication design look for every collection and creating campaigns and key visuals for various marketing outlets.
A new collection
We introduced their latest collection called the Field of Gold on social media. Showcased different designs paired with different expressions and body movements.
FOG Creative and shoot credits: Model: Krithika Iyer, Concept/Styling: Manka Bhasin, Photographer: Jacky Nayak, MUAH: Sneha J Rathi
The Landing Palace
We created a minimal web look for the home page, with the brand palace standing tall and wide to welcome you into the world of IndieMaharani.
