Fine artefacts is a celebration of taste than of art
A family business engaged in the business of silver products wanted to build a lifestyle brand that would appeal to the contemporary urban audience. One that could present them with a distinct and exquisite collection, to enhance their spaces as well as gift it to near and dear ones. The name Yuvraaj was chosen to bring in a sense of royalty, yet have a more evolved view in line with the current day and time.
RELEVANCE MEETS TRADITION
The identity was inspired by Lord Ganesha, the giver of prosperity and knowledge. There is however a strong play of the alphabet 'Y' which makes the expression belong to the name. This novel interpretation draws from tradition and makes it relevant to contemporary design aesthetics.
The shade of colour was selected to present an evolved taste and build on the parent brand's existing familiarity.
The brand language takes the exploration further by presenting patterns that are stark different from being typically traditional, yet blend well to communicate the brand's distinctness. The language is flexible and can be extended to include other possibilities. Explored here are the design motifs inspired from their own products and weaved together as one.
The language further gets extended to the brand collaterals as well as merchandise meant for daily use.
WHEN THE PRODUCT IS THE HERO
Communication for Yuvraaj had to be appealing yet adhere to the disciplines of the brand. A clean, clutter free interpretation was therefore chosen with the focus meant to be on the product always. Subtle suggestions of the lifestyle can be found from the relevant settings created around, while the word play builds the requisite emotion.
