The project aimed at transforming market perception for Navrathan Jewellers by aligning the brand expression with business strategy and connecting to new potential consumers with a clutter-breaking approach. As a contemporary brand rooted in tradition, the brand identity was designed with visual cues to suggestive cultural influences. This approach was explored through concepts with scope for storytelling in translation to visual design. Upon design finalization, with a distinguished aesthetic reflecting the new brand positioning, Navrathan owned as a brand a vibrant identity. The design captures the brand essence with grace and a sensibility to appeal to a contemporary audience.
Keywords: brand identity, brand positioning, market perception, rebrand strategy, visual design