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

 This collection is a study of how graphics convey states, meanings and visual images.

The works are not united by a single plot canon, but form a common integral language

through mixed techniques: a combination of digital drawing, real paper textures, magazine

collage and naive illustration. Each work is a separate conceptual and visual experiment. 

Here, the absurdity of everyday rules (Bonnes Manières) coexists with the mysterious figure of the Commivoyager, and intersect with a pure graphic form (CHAINS). The central place is occupied by the work Повисели и хватит - the first teaser of the future series about the living of real, vulnerable feelings inside the ironic and "fabricated" collage world.

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