Punjab Collection
360 Degree Design Campaign / Internship Project / Team Project
A proposal presentation showcasing our vision to build a brand for the upcoming collection.
Internship Sponser
Client
Timeline
Two Months, 2024
Proposed Advertisement Styles
These are some of the campaign's print, digital and video ad styles and themes.
The Jewellery Designs
inspired by Punjab
Bringing it all together
We created a second draft of the research infographic, consolidating all the refined information into a cohesive visual representation.
Weaving Concepts
Official inspiration-emotion connectors that summarize Punjab are Devotion, Bravery and Flourish:
Official connector (shorter version) :
Richness in culture, values, beliefs, bravery and soil
Official Descriptor:
“A Soil Where Bravery & Devotion Flourish.”
Like you can't separate poetry from Bengal,
Like you can't separate Ganpati from Maharashtra,
Like you can't separate Ganga from Kashi,
Like you can't separate valleys from Kashmir,
You can't separate Punjab from its,
Bravery
Another thing that defines Punjab is their devoted nature.
Numerous tales of devotion, beliefs, spirituality,
honour & faith echo in every lane of Punjab.
Belief
Official Theme:
Welcome to the land adorned by,
The roars of valour & chants of devotion.
Where the weaves of phulkari bloom
with grace & intricacy, flourishing the livelihood.
Where each prayer is a symphony of,
Devotion and faith.
Where swish of the parandas celebrate
Elegance & heritage.
Where a flow of prosperity,
Nourishes the fields with fertility,
Where a saffron shimmer,
Carves her presence in Bold Hearts.
A land where bravery blossoms with belief
Reflections
During this project, I gained valuable experience integrating AI into design workflows, particularly in prompt design, industry-standard tools, and their applications for more efficient and precise outcomes. I also acquired a deep understanding of creating and presenting professional pitch decks to clients. The project for Reliance Jewels involved a month of intensive research, resulting in multiple iterations of infographics that continuously enhanced the quality of our output. Additionally, designing jewellery from scratch was an entirely new and enriching experience, with each iteration significantly refining our work.
Official Nomenclature 1
Sutlej
Where bravery flows with belief
Official Nomenclature 2
Baani
Where bravery echoes with belief
Conceptual Photography
A props board was created to list down possible props in the conceptual photoshoots.
Typography
Unique typographic designs were specifically crafted for the brand's logo.
Route 1: Soil
Punjab is blessed with abundant water flow making it a farmer’s home. For a farmer, the soil is his whole livelihood and a strong emotional connection.
Route 2: Phulkari
Phulkari holds the richness of craft and the identity of the state. The embroidery craft showcases the culture and intricacy of life through it
Route 3: Sheesham
The state tree of Punjab, known for growing along fertile riverbanks, is used for its exceptional durability and elegance in woodcarving, engraving, and furniture making.
My Contributions
Research
(In-depth desktop research and interview)
Information Design
(Infographics and flowcharts)
Brand Identity
(Brand story, theme, nomenclature, tagline, colour, iconography, imagery, advertisements)
Jewellery design
(Necklace sets)
The Intern Team
Riya Garg, Rhea Sen, Nidhi Paithankar, Khushi Miniyar, Arshia Aggarwal, Om Bhave, Mihika Potdar, Mukta Gage, Jhanvi Bhatt, Kanak Kingrani, Juie Shinde, Kavya Nair, Niyati Sarangkar, Vaishnavi Ambre, Kadam Shraddha, Riya Shah, Soniya Randive
Route 4: Music Instruments
Punjab and Sikhs have their distinct musical instruments which can represent the state.
Route 5: Golden Temple
Punjab, the name conveys the abundance of water flow in the state, but the purity of the holy water from the gurdwara flows and reflects in the people of Punjab. This makes it an inevitable element of the state.
Crafting Purposeful Designs.
M.
S.