Karigaar - Home Decor - Brand Identity Design

Karigaar aims to blend traditional craftsmanship with contemporary luxury, enhancing the beauty of luxurious spaces.

Karigaar isn't just a brand; it's an emblem of status and artistic taste, particularly resonating with women who appreciate the finer things in life.

At its core, Karigaar is more than a business; it's a platform elevating local artisans, showcasing their craftsmanship to a clientele that values exclusivity and elegance.

The brand sought to blend traditional craftsmanship with contemporary luxury, creating a sophisticated and trustworthy identity that would stand out in the competitive market.

The mission was crystal clear from the start: position Karigaar within the ultra-luxury market niche, appealing to impulsive buyers and connoisseurs of luxury. Neil approached me with an irresistibly magnetic challenge.

His ambition was to create a logo and forge an identity that would become a hallmark of luxury.

The call was to craft a compelling brand that would not only draw in the elite but also encapsulate an entire lifestyle of lavishness and artistic indulgence.

Adopting the Caregiver archetype, we positioned Karigaar as a curator of experiences, a conduit to showcase one's wealth through exquisite decor.

The visual strategy unfolded in three proposed directions — The Classic, The Luxe, and The Minimal.

The logo's evolution was a tale of its own. After over 30 iterations, we settled on a simple yet profound logotype, complemented by a versatile logomark designed for broader applications.

The result was a comprehensive brand identity that truly embodies the essence of Karigaar.

From a compelling brand story that narrates Neil's vision and passion, to a nuanced positioning statement — "A piece of Karigaar speaks for you" — every element was meticulously crafted.

The visual elements extended beyond mere aesthetics, with specially designed packaging and brand patterns that promised an unboxing experience as luxurious as the products themselves. ​​​​​​​

A 53-page brand guideline manual ensured that every touchpoint with the brand would reflect the core values and aesthetic consistency of Karigaar, securing its identity against dilution as it scales.

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