Branding, Creative Direction, Print Collateral, Illustration, Identity System, Messaging, Digital Content
Partnering with Anchal Project, the ethical and empathetic alternative to mass-produced products and processes was a journey that educated as much as inspired. As a non-profit that commits to uplifting the female artisans who craft their wares in ways far-reaching and principled, Anchal centers both the community and the individual. Sustainability is top of mind in every textile sourced and hand-sewn stitch.
Our efforts for Anchal commenced with a deep dive into research and messaging. Understanding the many layers of the organization and how they weave together to shape the story influenced every part of the rebrand and creative direction. Interview insights determined that a strong infusion of warmth was called for in the overarching tone of the brand.
Resetting the mood was realized through thoughtful organic touches in custom brandmark illustrations, color palettes both muted and vibrant to echo the origin cities in Rajasthan, India, where artisans are based, and in the sunny, approachable styling and lighting for the campaign photoshoot.
From inspired print collateral to digital content and everything in between, respecting the heritage of Anchal’s Rajasthani artisans and roots factored into decisions large and small. Anchal is paving the way for responsible consumption and proving that sustainable innovation can be beautiful.