• Available for Work
Category
Synopsis
Internship Project at Scarecrow M&C Saatchi for Reliance Jewels
Service
Duration
3 Months
The project centered around launching a jewellery collection inspired by Punjab's cultural heritage, combining elements from its art, architecture, textiles, and natural landscapes to create a visually and emotionally engaging advertising campaign for Reliance Jewels.
A Vision Rooted in Curiosity
Celebrating Punjab Cultural Richness
CONTEMPORARY JEWELLERY TRENDS
TRADITIONAL CRAFTSMANSHIP
Inspiration and Ideas
Inspired by Punjab’s iconic motifs, the project addressed the need for jewellery that inspired with regional cultural identity.
Our research on the Punjab region has guided every element of this project. We explored its history, cultural symbols, and traditional crafts like Phulkari and Mohrakashi. This rich heritage shaped not only the jewellery line but also the entire advertising and typographical approach, capturing the true essence of Punjab. The flowchart showcases how this research influenced each aspect, bringing the spirit of Punjab into every design and detail.
Phulkari (Textile)
Golden Temple
Onion Domes (Architecture)
Agriculture (Wheat, Sarso)
Mohrakashi (Frescos)
Paranda (Hair accessory)
Kirpan (Weapon)
Wood Inlay (Craft)
Illustrated Manuscripts (Sikh-scriptures)
Jaratkari (Marble inlay)
Jutti Lohri (Festival)
Pakkhe (Punjab
hand-fans)
Primary
Secondary
The challenge was to authentically represent Punjab's essence while appealing to contemporary tastes.
Capturing Problem
Storytelling Power
Punjab's traditions through visual storytelling
Thoughtful Design
Traditional art, architecture, and textiles added cultural depth to the designs and marketing.
Cultural Context
The campaign highlighted the jewellery’s significance, showcasing the cultural legacy of Punjab
Engaging Narratives
Every design choice aimed to balance aesthetics with cultural meaning.
This video contains footage gathered from various sources. We do not claim ownership of the original content, as the copyright belongs to the respective creators.
Theme Video
The collection aimed to evoke pride and connection, making a lasting impression
Design with Impact
New methods were explored to represent cultural symbols within jewellery.
Innovative Thinking
The craftsmanship of each jewellery piece reflected the detailed motifs drawn from Punjab's artistic traditions, showcasing the intricacy and skill involved in the design process.
Detail-Oriented Craftsmanship
Brand Communication Style
Cultural Celebration
Flourishing
Vibrant
Color theory
Neutrals
Secondary
Primary
CMYK - 81,22,100,7
RGB -50, 139, 67
#328B43
CMYK - 0,73,96,0
RGB - 242,106,39
#F26A27
CMYK - 2,19,99,0
RGB -251,204,17
#FBCC11
CMYK - 11,100,80,2
RGB - 210,31,60
#D21F3C
CMYK - 1,2,8,0
RGB -253,246,233
#FDF6E9
CMYK - 68,61,60,48
RGB -64,64,63
#40403F
The typography for this project was crafted using iconography inspired by Punjab’s cultural elements. Each letterform was designed to reflect the region's artistic heritage, blending intricate details from Punjabi patterns and symbols. This unique typographic style was used across branding and advertisements, reinforcing the connection to Punjab’s rich visual identity.
Typography Harmony
These exploration of the typeface would serve as a visual symbol, embodying the cultural richness of Punjab, setting the tone for the entire collection.
Connecting Visual Element
Celebrating Culture
The theme video and ad layout seamlessly blend iconography, colors, and typography to create a campaign, visually narrating Punjab's cultural story and enhancing the collection's appeal across all platforms.
From Sketch TO Sparkle
Branding, Jewellery Design, Typography, Advertising
Jewellery Advertising Campaign
