A fashion brand utilizing beautifully woven fabrics to create Indian couture pieces for a high-end clientele. The aim was to create a brand identity, which suits the tastes of the modern Indian woman who appreciates superior quality aesthetics and sustainable values. An off-white colour route with contrasting floral illustrations adorns the collaterals to provide a sense of softness and comfort. The monogram 'A', includes the hibiscus flower woven through the lettering aiming to invite the customer to partake in the richness of the ‘floral world’ specially created for Amrita. The style of illustration harks back to vintage lithographs and botanical drawings using a high colour palette to create a strong visual impact.
