Shilpa Poonattil

Diploma Project Branded Traditions-Mile stone to Kerala's next-gen jewelled dreams
C S Susanth

Malabar Gold & Diamonds

The objective of this project was to build a Kerala-based global jewellery brand, operated as exclusive stores and positioned as an orbit shift to traditional Kerala jewellery, in contemporary unique patterns targeted at metro audience. The research derivations in ornament mythology evoked an idea of classifying the prominent traditional designs into categories such as prevention wear, daily wear and wedding essentials named 'Astra', 'Nitya' and 'Udvaaha' respectively. The visual identity included concepts for props, fixtures, packaging and jewellery designs. The three collections were approached with a detailed and unique visual identity, launched as unique a sub brand, to differentiate from the competitor’s way of brand positioning.