Concept:
Taking a step back
The visual identity explores the layered beauty from that time and takes inspiration from the typography, colours, uniform and motif to create something reminiscent yet modern. With an interesting mix of black and white and coloured photography, the identity comes to life using bold icons that are very Indian, but got lost somewhere in the world of globalisation and fast fashion.
A textile store inspired by
the Indian Soldier
Sepoy aims to revive Indian hand spun fabric dating back to the British Raj (rule). Indian soldiers who served the British at the time were called Sepoys, or Sipahi in Hindi. The Sepoys played an iconic role in the great rebellion of 1857 and represented the common man. The brand aims to bring back that sense of revolution with slower fashion with fabric that is ethically made and can last for years.
Iconography
Surya, Kolum & Diamond – the shapes used extensively in graphics in the 1800s in India
12 abstracted flag colour combinations taken from the Princely States in India
Products + Packaging
A set of 12 pins based on 12 Princely States of India in the 1800s
Boxes for fabric, Hindi lettering translates to cloth
Tags with showing a range of collections from basic to premium, fabric specialty and pricing
Napkins supporting the Princely States of India in the 1800s
Pre-launch Posters
Visual tone for Social Media
The feed will switch to black and white photography before launching a collection
Brand Guidelines
Stay tuned for more.
Team
Creative Direction and Design – Sargam Gupta
Copywriter – Abhijit Chakravarty
Clients – Nikhil and Karan Paul
Photo credits – Unsplash and Pexel