Poetry in Form:
Origin & Ode is a contemporary Indian womenswear brand that marries age-old handcraft techniques with sleek, modern lines. Rooted in tradition and tailored for today, the brand’s fusion wear blends intricate Indian embroidery with chic, modern designs—because style can honour the past while embracing the present.

Concept:
The mood and feel of the main wordmark is elegant, featuring a font that is both contemporary and full of artistic personality, imparting a sense of modern sophistication. It aligns with the brand’s look and feel, ensuring it is tasteful and relevant to both younger and mature audiences. The secondary logo includes custom-drawn Devanagari letters that complement the main wordmark’s style. The use of the Devanagari script connects to the Indian tradition and heritage aspects of the brand: ‘The Origin’. The visual language & tone of voice draws inspiration from poetry, incorporating lines from renowned Indian poets such as Rabindranath Tagore, Sarojini Naidu, and Kamala Das: ‘The Ode’. The colour palette brings an artistic quality reminiscent of sunset skies. Rust orange combines with an deep beige creating a warm and earthy palette. The print collateral features blind embossing and UV details to impart a sense of a quiet elegance.

Tone of Voice:
The brand’s tone of voice is imbued with a lyrical elegance, inspired by the beauty of poetry. Soft, evocative, and timeless. Drawing inspiration from the works of Indian poets, the brand speaks with a gentle sophistication, embracing the charm of tradition while resonating with contemporary sensibilities. The language embodies emotion and artistry — an invitation to immerse oneself in a world where stories are told through the delicate interplay of words, form, and feeling.

Carrying Forward a Generational Legacy:
Origin & Ode is a generational brand, lovingly co-founded by sisters Shivani Modi and Ruchika Jhalani. Raised in a home steeped in artistry, the sisters inherited their craft from their mother, whose guidance laid the foundation for their creative journey. Ruchika, an artist and painter, brings her refined, painterly approach and artistic depth to every design. Shivani, with her deep understanding and a strong visual intuition, brings the collections to life through thoughtful construction, material sensibility, and a modern eye. Together, they shape Origin & Ode into a living tribute–an ode to heritage, and an origin of timeless beauty imagined through the lens of contemporary women.