Well-known for her haute couture range of Indian wear, Anita Dongre today is one of the most prominent faces of the Indian fashion fraternity. A pioneer in organic clothing, she launched her signature brand Anita Dongre in 2005 and has been one of the first few to introduce environmental friendly fabrics to the fashion industry in India.
The rebranding project commenced with the objective to re-design and update this famous logo without tampering with its original characteristics. Thus, we began the process by looking at individual characters within the existing logo unit and corrected each one to enhance the overall look and feel.
To compliment this refreshed logotype we created a grill pattern that was inspired by various motives from the beautiful city of Jaipur.
This rebranded imagery was perfect to launch Anita Dongre's flagship bridal store in the heart of Mumbai. The collection was called 'The Jaipur Bride', that showcased the intricately designed lehengas that were skillfully adorned with the gota-patti work synonymous to the needlecraft in Jaipur.
Beautifully captured by photographer Colstan Julian and modeled by Jyothsna Chakravarthy, the following magazine advertisements were created to showcase the designer’s extensive collection.
The campaign was shot in Jaipur to reflect Anita’s inspiration and admiration for the rich artistry and heritage of the region.