IRASVA
The Brief
The task was to create a new jewellery brand for the Indian market that is accessible, stylish and global in appeal, offers contemporary designs at competitive prices. A brand that inspires trust, is aspirational, reflects consumers’ sense of an upgraded lifestyle and makes the jewellery buying experience fun and fresh. Targeting women who are looking for contemporary designs with an international appeal are trend-setters. This market was a fragmented category dominated by long-standing family jewellers, with little to pull them apart. Retail 3.0 is leading to a new set of considerations: the need for tightly curated collections, acceleration of Omni-channel initiatives, a tailored and consistent shopper experience.
The Solution
With a fresh lens towards the changing sensibilities of the Indian consumer, Landor created a new brand that celebrated the immense transformative power of jewellery on women and the special relationship between the two. The new name created to represent this positioning was ‘Irasva’ which was a combination of ‘ira’ meaning enjoyment and ‘sva’ meaning the self in Hindi, thus playing an ode to a woman who seeks to feel beautiful and always express herself with confidence. The new brand celebrates this individuality and self-expression of the modern Indian woman.
A comprehensive visual identity system and a brand voice were developed to bring to life this new brand in a distinctive manner across offline and online touchpoints.
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Bu hikaye Creative Gaga dergisinin Issue 49 sayısından alınmıştır.
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Already a subscriber? Giriş Yap
WE ARE THE CHANGE
Chief Creative Officer of Wallcano www.wallcano.com
TIME TO BE PREPARED AND MOTIVATED!
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Vibrant illustrator Tania Yakunova talks about her life as an artist in quarantine and shares her hopes and fears as we all wrestle through this pandemic.
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Known for his humour laced caricatures and cartoons, artist Uday Mohite voices his concerns as the pandemic ensues, the uncertainty reigns and the lockdown continues.
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Through original and vibrant illustrations, Ranganath captures the look and feel of Coronavirus induced pandemic. Here is a conversation to unravel the art, colours, style and mindset of the artist battling the quarantine.
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Sushant Kamble is a self-taught artist who turned his experimentations in Photoshop and explorations with art, into his profession. Even today, he enjoys discovering new techniques and features.
The Cosmic Chaos of India
Just like the cosmos, when you see India for the first time everything seems chaotic and yet every Indian person finds his/ her own order in that hustle which all goes in tandem. Pavan Rajurkar a freelance illustrator based out of Mumbai, capture this Indianness perfectly in his artworks for many different brands and studios. Some of his recent illustrations have been displayed here.
