SITUATION
As a legacy jewelry brand, Arnav sought to create a new retail concept while celebrating Indian heritage and craftsmanship.
TASK
Create a brand strategy, naming architecture and ethos for JewelBox by Arnav
Develop retail aggregator platform for Indian jewelry designers
Design brand identity that honored Arnav's heritage
Facilitate and support curation and collaboration with multiple design houses
ACTION
Ethnographic and qualitative research to identify new customer opportunities for the brand
Mythology and culture focused frameworks and design strategy to create a unique brand identity
Co-creation workshops with the founders, architects, and Indian jewelry designers
Brand experience design including aroma, packaging, and online shopping experiences
ART DIRECTION
As a strategic partner to the brand, we went on to create a digital marketing strategy. As the art director, translating the brand and curating relevant stories was integral to the brand expansion, growth, and new customer acquisition.
RESULT
My team and I crafted a cohesive brand strategy emphasizing
Trust and heritage
Indian craft celebration
Premium, curated experience
Design-first approach