raat raani. An interdisciplinary brand design project integrating jewelry design and art direction.
ABOUT
Raat Raani is a conceptual jewellry brand that understands how every item that you wear becomes a memory that you hold dear for years and so it ensures to meticulously handcraft every detail with as much love and care as you would give by cradling them in the dearest nook of your almirah.
Raat-raani aims at bringing back the
age-old craft of traditional chapai, seamlessly merging it with narratives. Inspired by nature and geometry, this brand brings to life distinct, maxi- minimalistic designs that are lovingly created in-house by our skilled artisans.
Raat Raani is a conceptual jewellry brand that understands how every item that you wear becomes a memory that you hold dear for years and so it ensures to meticulously handcraft every detail with as much love and care as you would give by cradling them in the dearest nook of your almirah.
Raat-raani aims at bringing back the
age-old craft of traditional chapai, seamlessly merging it with narratives. Inspired by nature and geometry, this brand brings to life distinct, maxi- minimalistic designs that are lovingly created in-house by our skilled artisans.
A PEAK INTO THE BRAND’S FIRST COLLECTION NAMED ‘BAGEECHA’
Bageecha is a harmonious fusion of natures elements and geometry. This collection beautifully intertwines two contrasting ideologies, which become less disparate as you explore and dive deep into it. It’s an attempt at capturing the essence of heartfelt connections and treasured moments we all share during wholesome meet-ups and elegant ceremonies in the charm of our own backyards and gardens.
(Every piece draws inspiration from the elements and ideas associated with a 'bageecha' or a 'garden.' Detailed concept stories are provided in the product catalogue as you navigate through the project)
BRAND LOGO AND GUIDELINES
CONCEPT
Our logo is a short visual story, and it’s the essence of “Raat-Rani.” In the center, you’ll find three delicate Raat-Rani flowers, elegantly accompanied by three leaves below. These leaves represent the loving care we put into every piece we create, making them feel like home.
At the top of our logo, there’s the moon, and at the bottom, the sun graces the design. They symbolize the never-ending cycle of nature, much like how our jewelry is beautiful day and night, fitting for any occasion.
Our logo is a short visual story, and it’s the essence of “Raat-Rani.” In the center, you’ll find three delicate Raat-Rani flowers, elegantly accompanied by three leaves below. These leaves represent the loving care we put into every piece we create, making them feel like home.
At the top of our logo, there’s the moon, and at the bottom, the sun graces the design. They symbolize the never-ending cycle of nature, much like how our jewelry is beautiful day and night, fitting for any occasion.
JEWELRY DESIGNS AND THE DIGITAL CATALOGUE
DESIGN CONCEPT
The collection draws inspiration from the evolving stages of a garden. The Vaastu necklace pays a tribute to the garden's architecture, resembling a square garden with a tulsi plant at its center. Each ring, inspired by the beautiful geometric shapes in flowers, brings a touch of nature to your fingers. Finally, the standout piece is a geometric reinterpretation of the bouquet, known as the Guldasta, a symbolic gesture of appreciation and growth that people can carry with them or share with others.
Below are the slides from the digital catalogue that’ll be provided to the customers with product coding making the whole experience seamless.
*The photographs will undergo adjustments to attain a cohesive visual appearance, and the prices provided below are not accurate*
PACKAGING DESIGN
IDEA
The key concept involves featuring distinct packaging illustrations for each collection. This not only encourages exploration but also generates anticipation among customers as they unveil the unique packaging for each set.
The illustration presented here depicts all the plants in the Bageecha that serve as the inspiration for our entire collection.
︎Warm color palette- Gold jewellery
︎ Cold color palette- Silver jewellery
The key concept involves featuring distinct packaging illustrations for each collection. This not only encourages exploration but also generates anticipation among customers as they unveil the unique packaging for each set.
The illustration presented here depicts all the plants in the Bageecha that serve as the inspiration for our entire collection.
︎Warm color palette- Gold jewellery
︎ Cold color palette- Silver jewellery
PACKAGING LAYERS
The packaging, much like our jewelry designs, is all about layers. First, we wrap it in a furoshiki, creating that layer of anticipation and curiosity. Then comes the aluminum box, a premium touch in a market flooded with plastic and cardboard. The metal not only feels luxurious but also brings back memories of our grandmothers storing their jewelry in similar containers.
Inside the box, you'll find a mirror on the inner side of the lid. Alongside, there's a gratitude card and another one giving you a glimpse into the fascinating chapai process behind crafting each piece.
The jewelry itself? Safely nestled in a chic dark pink pouch, ensuring it travels securely without any unwanted rattling in the box.
The packaging, much like our jewelry designs, is all about layers. First, we wrap it in a furoshiki, creating that layer of anticipation and curiosity. Then comes the aluminum box, a premium touch in a market flooded with plastic and cardboard. The metal not only feels luxurious but also brings back memories of our grandmothers storing their jewelry in similar containers.
Inside the box, you'll find a mirror on the inner side of the lid. Alongside, there's a gratitude card and another one giving you a glimpse into the fascinating chapai process behind crafting each piece.
The jewelry itself? Safely nestled in a chic dark pink pouch, ensuring it travels securely without any unwanted rattling in the box.
*This is a digital bill layout*
This certificate of authenticity ensures a trustworthy purchase for the customers and aims to solve the common issue of misplaced bills during buy-back or exchange. It includes a scannable feature that allows users to access the digital bill instantly at any point in their lifetime.
PHOTOGRAPHS AND EDITS
