The brief Aurelle is a luxury jewellery brand. It offers a modern take on traditional Indian jewellery. Unlike traditional Indian jewellers, who predominantly focus on the value of the materials, Aurelle's core focus was creativity, design, and craftsmanship.
The approach We started designing the brand identity by using a modern and sophisticated colour palette and avoided the traditional blues, reds, and blacks that dominated the category. We also developed a custom typographic logo that reflected the brand's design ethos that blends Indian and global design aesthetics. Apart from the packaging, we also art directed the look book, produced all the product photography and visual content for all their marketing requirements.