SAR, a luxury festive-womenswear brand, operates at the intersection of tradition and modernity. The apparel cater to a contemporary Indian woman—celebrating the festivities rooted in culture, with flavours of newness. The visual language of the brand exudes sophisticated Indian luxury—the finest chintz blending into exquisite silks, extends across every touchpoint of the brand. 
The project was undertaken for a client based in Delhi who was relooking at their womenswear boutique, primarily targeting a female millennial clientele.
The wordmark exudes understated luxury—a bold yet airy, calligraphic form, rendered in gold.
Moodboard reflecting the archetype of the brand—a young millennial bride at the intersection of tradition and modernity, enclothed and surrounded by ornate Indian finery.
Explorations for bilingual wordmark
Motifs symbolising luxury, beauty, and matrimony—a peony, a flying bird, and wedding rings
A winter and summer palette to weave different stories for the brand
A bespoke chintz pattern was created to be used in different assets
Logo colourways
Instagram grid
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