Project Name: Vastra – Indian Ethnic Brand
Type: Branding & Identity Development
Domain: Fashion, Retail, Lifestyle (Ethnic Wear)
Objective: To create a distinctive brand identity for Vastra, an Indian ethnic fashion label, that reflects cultural heritage while appealing to modern consumers. The project aimed to blend tradition with contemporary aesthetics, ensuring the brand stands out in a competitive retail environment while connecting emotionally with its audience.
Client
Vastra
Year
2025
Live Project
Project Overview
Vastra was envisioned as a brand that celebrates India’s rich textile and design traditions while offering styles that resonate with today’s generation. The branding project focused on designing a cohesive identity system — logo, typography, color palette, packaging, and digital presence — that represents elegance, authenticity, and cultural pride. The ultimate goal was to position Vastra as a premium yet accessible ethnic wear brand trusted for quality and style.
Technologies Used
Details for the Vastra branding initiative.
Branding Consultant/Lead: I directed the overall brand strategy, identity design, and storytelling across print and digital mediums.
Project Workflow
To ensure Vastra’s branding felt authentic and future-ready, I conducted detailed research:
Market Research: Studied leading Indian ethnic brands (e.g., Fabindia, Biba, Manyavar) to identify their strengths and gaps.
Cultural Research: Researched Indian textiles, motifs, and regional crafts to integrate authentic design elements into the branding.
User Personas: Mapped target customers — urban millennials seeking modern ethnic wear, professionals looking for elegant formal ethnic attire, and families seeking festive clothing.
Competitor Analysis: Benchmarked visual identity, packaging, and store presence of competitors to find differentiation opportunities.
Brand Psychology Research: Explored how colors, typography, and symbols in Indian culture influence perceptions of tradition, luxury, and modernity.
This groundwork allowed us to create a brand identity for Vastra that is authentically Indian, aesthetically premium, and emotionally resonant, ensuring it appeals to both domestic and global audiences.
