Gajra Gang:

It's a mood thing, you know?

PROJECT DETAILS

Brand Naming, Strategy & Positioning | Brand Identity | Art Direction Packaging | Preliminary Website Design | Social Media Campaigns

CLIENT

House of Nykaa Fashion

AGENCY

Sid&Vee

The choice to be anything. The choice to be you.

Women today are no longer stuck between two ends of a spectrum. They don’t have to choose between being ‘traditional’ or ‘modern’, ‘submissive’ or ‘rebellious’. They value choice above all else and seek relationships and spaces that are devoid of judgment, compromise and labels. They want to express their individuality in all their choices. Naturally, this extends to clothes.

Gajra Gang is a young and vibrant brand that focuses on Indian ethnicwear. We celebrate Indian craftsmanship with a wide range of products that weave together tradition and modernity. We’re witty, worldly, and expressive - with a hint of quirkiness.

This brands identity is heavily inspired by the Gajra. A Gajra is a flower garland worn by women across regions of India during festive occasions, or as part of everyday traditional attire. It’s a classic reminder of Indian roots.

The Gajra Gang logomark is a combination of the English and Hindi letter ‘g/ग ’. Our visual language also uses regional typography to represent the ever expanding and changing values of the modern Indian woman.

COMPLETED | 2020

© Azra Adenwala | 2024 | Visual Designer