Braj Mall
My client is building an online boutique that promotes handcrafted, ethically sourced art and décor from India. He came to me with a clear goal: to create a visual identity that felt both authentic and refined, rooted in Indian culture yet appealing to a modern, international audience.
As soon as I saw the products, with their textures, colors, and small imperfections, I understood the balance we needed to achieve.
I immediately felt connected to this project. My own multicultural background helped me bridge the two worlds he wanted to unite: tradition and modernity. The challenge was to translate cultural richness into a contemporary language, to capture the warmth and diversity of Indian craftsmanship without relying on clichés or ornate patterns. The brand needed to feel luxurious, trustworthy, and timeless while staying grounded in values of sustainability and authenticity.
For the logo, I drew inspiration from the chhatri, a type of elevated, dome-shaped pavilion often found in Rajasthan. These structures are beautifully carved and open on all sides, with columns supporting a delicate dome. In Indian architecture, a chhatri symbolizes honor, protection, and quiet grandeur, which felt like the perfect metaphor for a brand that celebrates artisans and heritage.
The logo takes that form and simplifies it into an elegant, minimal mark. I paired it with a clean, modern typeface to keep the look approachable and refined. The color palette is earthy and natural, with deep terracotta, muted gold, and soft indigo that echo the tones of the handcrafted pieces themselves.
I created several branding moodboards to set the tone not only for the website but also for the future social media presence. Together, they build a world that feels grounded and rich, but never heavy.
The website is still under construction, yet the identity already stands as the foundation of a brand that honors artisanship with sincerity and modern elegance.