What does the exact moment you fell for this craft actually look like?

I turn 30 on the 25th this month, which puts me a decade out from the university where all of this actually started. 🤯

This collages keep alive that era exactly as I remember it: the all nighters that blurred into the next morning's class, the first typeface I picked apart just to understand why it worked, my first real typographic composition, the friends who shared this with me and the illustrations I was too nervous to show anyone at the time.

None of it was good yet. But every decision I make now traces back to those lovely moments which I now treasure 🥹

What's the first project that made you realize this was it for you?

For me it was an early identity project where I ended up hand drawing every icon because nothing off the shelf fit the brand. The set was rough, but watching someone navigate the work using marks I had invented was the first time design felt less like decoration and more like a...

A visual identity rooted in Indian craft, reimagined for a contemporary audience.

Zarira is a fashion brand concept exploring the balance between traditional Indian aesthetics and a more modern, understated visual language.

For the identity, I wanted to move away from the overly ornate visual language often associated with Indian fashion brands and create something that felt refined, expressive and distinctly Indian without being literal.

I explored: — Art direction — Visual identity — Typography — Packaging — Brand applications

The result is a brand world that feels rooted in tradition, but designed for the present.

Would love to hear what you think ↓

#BrandIdentity #BrandDesign #FashionBrand #VisualIdentity