Launched in October 2012, the Ashdeen label specializes in hand-embroidered saris that are inspired by centuries of Oriental and Persian hand embroidery techniques, craft and craftsmanship. The intricacies of these techniques are rendered flawlessly by a team of 150 craftspersons. Ashdeen creations have been featured in various fashion publications and worn by celebrity actresses and industrialists. They have also been shown at the Lakme Fashion Weeks in Mumbai (spring-summer 2013 and 2014, and winter-festive).
We were tasked with re-doing the Ashdeen brand – beginning with the logo and logo mark, to building a brand language, stationary, and finally packaging.
The brand we created is sleek, minimal, and extremely striking. Using a combination of black, white, and gold, we think the new brand language truly emulates the elegant clothes they represent and would make any of the brand’s esteemed customers want to take further interest in the brand.
We made a set of illustrations using elements which were either taken from or derivatives of various prints and patterns seen in Ashdeen collections.
These illustrations then went on to define the brand, becoming very central to the language across most collaterals.