Rebranding The Saree Room

How do you take an established brand to new heights? Give me your vision, and I’ll take care of the rest.

That is how I approach a rebrand, and I had the pleasure of working with The Saree Room (TSR) to rebrand their existing Indian clothing brand! Adam and Sofi communicated their desire to have an extremely sophisticated, minimalistic and high-fashion brand that can inspire and transcend to a variety of clientele. Simply from that vision, I created a whole branding identity for their brand that spoke to exactly that.

What was the process behind the rebrand?

I approach each branding project holistically by understanding their target demographic, their business and what they specialize in. From there, we knew we wanted to make it impactful as an iconic, fashion house while being timeless, and attract just a wider range of clientele than they already had.

My process for brandings include creating a moodboard (usually on Pinterest) where the client and myself pin ideas that inspire us based off the business’s vision. Think of this moodboard as the ideal way you want to perceive your brand/business as, and how your potential customers will view it.

Then, I’ll sketch ideas on my iPad or on paper to see what forms resonate best with the moodboard and vision. After brainstorming concepts and proposing variations of the logo, we decided on the final design of a perfectly square, aligned logo with clean lines. It’s essentially a stamp of their contemporary take on Indian wear – timeless, minimalistic and versatile.

Then came colour selection. With TSR releasing new campaigns and collections every season, I wanted the colours to reflect the change in season. We opted to update their signature pink and beige to be more pastel and cooler-toned, and included a wide range of subtle dark hues to complement the lighter colours. Each colour pulls from their outfits, no matter the season, which brings together their entire brand.

This was definitely one of my favourite brandings yet! Since they’ve rebranded, they have gained huge traction with a wide variety of clientele and collaborations. Being involved in their photo campaigns as a model, I still have to pinch myself at times to see the branding alongside their photos! It really makes it feel that much more special that we were able to create a branding that resonates with so many women.