KAARIGARI
WHO?
College project
CATEGORY
Branding and Visual Identity Design
SOFTWARES USED
Adobe Illustrator Adobe Photoshop
AT A GLANCE
I had to create a hypothetical brand for my college project, define the brand voice through research and create its visual identity. Kaarigari is an artisan-first brand designed to bridge the gap between traditional Indian craftsmanship and modern markets. Built on fairness and authenticity, the brand eliminates middlemen to ensure artisans receive the last rupee earned, while consumers access genuine, handmade products at honest prices.
AT A GLANCE
I had to create a hypothetical brand for my college project, define the brand voice through research and create its visual identity. Kaarigari is an artisan-first brand designed to bridge the gap between traditional Indian craftsmanship and modern markets. Built on fairness and authenticity, the brand eliminates middlemen to ensure artisans receive the last rupee earned, while consumers access genuine, handmade products at honest prices.
THE CHALLENGE
- Build an artisan-first brand identity connecting craftspeople directly to the consumer.
- Balance Indian heritage with a modern, global appeal.
- Represent diverse crafts (pottery, textiles, jewelry, leather, stationery) under one identity.
- Solve for logistics: packaging, training artisans, shipping independence.
- Stand out in the fair-trade space with clear, ethical positioning.
- Ensure consistency across products, print, and digital platforms.
DEFINING THE BRAND
BRAND KEYWORDS
- Community driven
- Empowering
- Artisan - first
- Ethical
- Innovative
- Authentic
TARGET AUDIENCE
Artisans
- Potters, handloom workers and embroiderers, jewellery artisans, leather workers, paper and stationery craftsmen.
Consumers
- Urban millennials and Gen-Z
- Art enthusiast/ collectors
- Interior designers/ home decorators
- Fashion designers/ boutique owners
- Conscious consumers
- Bringing Indian crafts to the global audience
This mood board captures the essence of Kaarigari through earthy textures, vibrant colors, and traditional patterns inspired by Indian crafts. It reflects authenticity, diversity, and cultural pride while balancing heritage with modern appeal celebrating the human touch behind every creation.
The packaging reflects simplicity and authenticity, tailored to different artisan categories like pottery, textiles, jewelry, leather, and paper goods. The system is practical for artisans yet visually cohesive across all products.
The app is designed to be simple and accessible, with an image-heavy layout and multilingual support. Clear visuals guide artisans through uploading products and managing orders, making it easy to use even for those with limited literacy.
The app is designed to be simple and accessible, with an image-heavy layout and multilingual support. Clear visuals guide artisans through uploading products and managing orders, making it easy to use even for those with limited literacy.
