Meenakshi, a Bangalore-based ethnic clothing label founded by a passionate woman entrepreneur, began as a small business selling products to friends, family, and a close circle. Despite having a strong product range, she struggled to reach a wider audience. Over time, she built confidence in her products and dreamed of turning her business into a recognized brand. Unsure where to start, she consulted us for strategy and visual identity. Together, we shaped her business into a brand that blends timeless tradition with modern Indian style, creating a strong, cohesive presence across every touchpoint.
Services
Client
Meenakshi
Year
2023
Location
Bengaluru
REQuirements & CHALLENGEs
The key requirement was to transform Meenakshi from a small, neighborhood-focused business into a recognized ethnicwear brand. She needed a strong identity that was rooted in tradition yet modern, relatable, and memorable. While the product lineup was already strong, our task was to create a consistent visual identity across all marketing materials, communicate the brand’s values clearly, and build brand recall. The main challenge was crafting a cohesive identity that would resonate with customers and provide a foundation for scalable, consistent branding.
Approach & Strategy
To translate Meenakshi’s vision into a strong, cohesive brand, we focused on creating a consistent identity across all touchpoints:
- Audience Insights & Cultural Research: We studied how modern Indian women connect with ethnic fashion to ensure the brand would resonate emotionally and culturally with its target audience.
- Logo Design: We created a soft, flowing typeface inspired by Indian calligraphy, offering a graceful yet clean look that could work seamlessly across digital and offline platforms.
- Visual Language: Vintage-inspired motifs, organic textures, and an earthy color palette highlighted the richness of tradition while maintaining a minimal, modern feel. The look is ethnic but contemporary, sophisticated yet approachable.
- Branding Collateral: Every touchpoint was designed with a consistent visual tone and the brand’s core values. From flyers to a stall backdrop for exhibitions, these assets helped Meenakshi reach new customers after the brand launch. Each interaction reinforced brand recall, trust, and a cohesive brand presence.
Result
The refreshed identity gave Meenakshi a strong brand presence and improved customer connection, something that was lacking while it was a small business. The new logo struck the perfect balance between heritage and modernity. Branding collateral delivered a cohesive visual experience and helped the brand build recall, trust, and emotional value.
As a result, Meenakshi is now better positioned to expand its digital and offline marketing, appearing not just as a clothing label but as a lifestyle brand rooted in Indian tradition.
