Client
Dharaa by Smriti is a homegrown clothing brand deeply rooted in the rich heritage of textiles. They believe in creating beautiful and meaningful garments that respect both people and the planet. They design and create timeless, handcrafted clothing that celebrates the artistry of traditional Indian weaving, embroidery, and dyeing techniques, all while blending it with contemporary ideas. They believe in transparency and share the stories behind each garment, connecting their consumers with the human element of fashion.

Goal
The ultimate challenge was designing a sustainable brand experience while exuding luxury. In the initial days, Dharaa had a strong product and value proposition. The goal was to build a modern brand that would also capture the charm of the Indian heritage. We had to build a compelling brand story, & Positioning that would later on be aligned with the visual language. The founder’s personal journey with fashion & sustainability also came into play. By offering beautiful, sustainable, and ethically made clothing, they aim to inspire a shift towards a more mindful & responsible fashion industry.

Solution
Collaborating with the client via multiple strategy sessions, we built a strong foundation for the brand. After identifying the pre requisite brand strategy, we moved to the creative direction. A simple window became the core of this brand symbolizing a window to everything slow, Indian & loved.. We chose a color palette that would complement the sustainable and luxurious, dual nature of the brand. After multiple experimentations, we finalized a simple mascot, inspired by the weaver bird. The print design comprises eco-friendly branding solutions such as seed papers & recyclable cardboard. This resulted in an identity that clearly held the conscious, sustainable & elegant approach of the brand.