Email:
ar.akashranjan@gmail.com
Email:
ar.akashranjan@gmail.com
Email:
ar.akashranjan@gmail.com
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Anushka Jwellers
Anushka Jwellers
Building a Digital Identity for a Handcrafted Jewelry Brand
Building a Digital Identity for a Handcrafted Jewelry Brand
Building a Digital Identity for a Handcrafted Jewelry Brand
A Legacy of Elegance, Crafted in Raipur
A Legacy of Elegance,
Crafted in Raipur
Designing Identity, Value & Presence for a Handcrafted Jewelry Brand
This wasn’t just about making jewelry look premium. It was about building a brand that felt premium even before the piece touched the skin. Anushka Jewellers carries decades of craftsmanship from Raipur but needed a voice and visual identity that reflected its refinement, trust, and exclusivity. I stepped in to align what they create with how they’re perceived.
Designing Identity, Value & Presence for a Handcrafted Jewelry Brand
This wasn’t just about making jewelry look premium. It was about building a brand that felt premium even before the piece touched the skin. Anushka Jewellers carries decades of craftsmanship from Raipur but needed a voice and visual identity that reflected its refinement, trust, and exclusivity. I stepped in to align what they create with how they’re perceived.
Brand Overview
Brand Overview
Anushka Jewellers had everything: timeless designs, precious materials, and a loyal local following. But there was no clear brand identity to unify their presence. I was brought in to craft a cohesive, modern system that elevated their visibility across retail shelves, catalogues, and digital platforms, while preserving the essence of their handcrafted legacy.
Anushka Jewellers had everything: timeless designs, precious materials, and a loyal local following. But there was no clear brand identity to unify their presence. I was brought in to craft a cohesive, modern system that elevated their visibility across retail shelves, catalogues, and digital platforms, while preserving the essence of their handcrafted legacy.
Problem Statement
Problem Statement
Despite its experience and design expertise, the brand was struggling with outdated visuals, inconsistent brand recall, and an unclear tone of voice. Its premium offerings lacked a premium perception. It wasn’t a design issue; it was a clarity issue. This project gave me the opportunity to help Anushka Jewellers evolve from a traditional manufacturer into a modern symbol of trust, craftsmanship, and elegance.
Despite its experience and design expertise, the brand was struggling with outdated visuals, inconsistent brand recall, and an unclear tone of voice. Its premium offerings lacked a premium perception. It wasn’t a design issue; it was a clarity issue. This project gave me the opportunity to help Anushka Jewellers evolve from a traditional manufacturer into a modern symbol of trust, craftsmanship, and elegance.
Industry
Gem & Jwellery
My Role
Lead Designer
Touchpoints
Brand Identity
Collaterals
Timeline
February 2016- April 2016
Personas
Anushka Jain
Owner
“I like to explore places that are not already all over Instagram.”
Age: 30
Location: Raipur, India
Tech Proficiency: Moderate
Gender: Female
Anushka Jain embodies the spirit of a new-generation jewelry entrepreneur — rooted in tradition, yet unafraid to innovate. Her sharp eye for detail and devotion to customer relationships became the foundation for this rebrand. I interviewed her team and mapped out customer touchpoints to better understand how emotional trust and legacy craftsmanship guided the brand experience.
Story
Trend-forward youth focus
Innovation over Imitation
Competes with yesterday Best
Need
Trust through tailored service
Evolving brand expression
Personalized Client experience
Moodboard
Moodboard
To truly reflect the duality of Anushka Jewellers, rooted in legacy while looking toward modern expression, I curated a rich moodboard of textures, tones, and inspirations. From royal textiles and vintage gold engravings to modern retail elegance, the visual direction I developed was both familiar and aspirational. This foundation helped align the brand with its ideal clientele: women who value heritage but live in the now.
To truly reflect the duality of Anushka Jewellers, rooted in legacy while looking toward modern expression, I curated a rich moodboard of textures, tones, and inspirations. From royal textiles and vintage gold engravings to modern retail elegance, the visual direction I developed was both familiar and aspirational. This foundation helped align the brand with its ideal clientele: women who value heritage but live in the now.
Process
1. Discover & Immerse
Studied in-store interactions to understand buyer emotions beyond the purchase.
Held one-on-one interviews with Anushka and loyal clientele to trace perception gaps.
Mapped key moments where legacy and trust shaped purchase decisions.
1. Discover & Immerse
Studied in-store interactions to understand buyer emotions beyond the purchase.
Held one-on-one interviews with Anushka and loyal clientele to trace perception gaps.
Mapped key moments where legacy and trust shaped purchase decisions.
1. Discover & Immerse
Studied in-store interactions to understand buyer emotions beyond the purchase.
Held one-on-one interviews with Anushka and loyal clientele to trace perception gaps.
Mapped key moments where legacy and trust shaped purchase decisions.
3. Design to Translate
Developed a custom logotype blending serif elegance with a modern flair.
Chose a palette of royal purple and gold to evoke opulence and warmth.
Built a packaging and retail system that balanced tradition with refinement.
3. Design to Translate
Developed a custom logotype blending serif elegance with a modern flair.
Chose a palette of royal purple and gold to evoke opulence and warmth.
Built a packaging and retail system that balanced tradition with refinement.
3. Design to Translate
Developed a custom logotype blending serif elegance with a modern flair.
Chose a palette of royal purple and gold to evoke opulence and warmth.
Built a packaging and retail system that balanced tradition with refinement.
2. Define the Essence
Pinpointed core brand traits: Elegant, Trustworthy, Personal, Heritage-rich.
Curated inspiration from royal crafts and temple jewelry to modern luxury cues.
Shaped brand keywords to guide design and business alignment.
2. Define the Essence
Pinpointed core brand traits: Elegant, Trustworthy, Personal, Heritage-rich.
Curated inspiration from royal crafts and temple jewelry to modern luxury cues.
Shaped brand keywords to guide design and business alignment.
2. Define the Essence
Pinpointed core brand traits: Elegant, Trustworthy, Personal, Heritage-rich.
Curated inspiration from royal crafts and temple jewelry to modern luxury cues.
Shaped brand keywords to guide design and business alignment.
4. Validate & Refine
Shared prototypes with internal teams and early customers for feedback loops.
Adapted visual formats for seamless print, digital, and packaging applications.
Final identity system was made ready for rollout across jewelry boxes, signage, and beyond.
4. Validate & Refine
Shared prototypes with internal teams and early customers for feedback loops.
Adapted visual formats for seamless print, digital, and packaging applications.
Final identity system was made ready for rollout across jewelry boxes, signage, and beyond.
4. Validate & Refine
Shared prototypes with internal teams and early customers for feedback loops.
Adapted visual formats for seamless print, digital, and packaging applications.
Final identity system was made ready for rollout across jewelry boxes, signage, and beyond.
The Monogram That Carries a Legacy
The Monogram
That Carries a Legacy
Crafted as a custom serif wordmark, the logo blends the “k” and “e” into a unique ligature—symbolizing continuity, much like heirloom jewelry passed down through generations. The initial “A” was reimagined as a refined emblem that feels premium yet personal. Its curves nod to traditional jewelry forms while embracing modern symmetry—resulting in a mark that sits confidently across everything from boxes to billboards.
Crafted as a custom serif wordmark, the logo blends the “k” and “e” into a unique ligature—symbolizing continuity, much like heirloom jewelry passed down through generations. The initial “A” was reimagined as a refined emblem that feels premium yet personal. Its curves nod to traditional jewelry forms while embracing modern symmetry—resulting in a mark that sits confidently across everything from boxes to billboards.
Beyond Aesthetics — A Brand That Resonates
Beyond Aesthetics — A Brand That Resonates
This wasn’t just about how the brand looked. It was about how it made people feel. Every detail—from the glint of a necklace to the soft texture of a carry bag—was designed to feel curated, trustworthy, and emotionally resonant. The goal was to build something that customers don’t just recognize, but remember, return to, and recommend.
This wasn’t just about how the brand looked. It was about how it made people feel. Every detail—from the glint of a necklace to the soft texture of a carry bag—was designed to feel curated, trustworthy, and emotionally resonant. The goal was to build something that customers don’t just recognize, but remember, return to, and recommend.
Building something interesting? I’d love to help.
Copyright © akashranjan.com All rights reserved
Building something interesting?
I’d love to help.
Copyright © akashranjan.com
All rights reserved
Building something interesting? I’d love to help.
Copyright © akashranjan.com All rights reserved