Articulating a new type of a fashion lifestyle brand with an identity as crisp as the product. Urvashi Kaur’s signature is contemporary twists on timeless designs. By reflecting this approach in the identity and art direction. In the logotype, the A’s are tweaked for more personality. The other selected typefaces balance the classic and contemporary. Muted nudes and beige used liberally across communications aptly represents the the lightness of the fabric and human touch, further embodying the brand’s DNA in the clothing brand.
