Ashtar
In its approach as well as the intricately designed collections themselves, Ashtar aims to capture and integrate the seamless intersections of tradition and modernity that have always co-existed in India. From the Chanderi fabric of Madhya Pradesh, the Bandhini of Gujarat, the Ajrakh originating in Sindh to the Persian Gara — we bring together the rich cultural legacies from across India for a younger audience, bridging the gap between tradition and modernity. Indian handloom traditions have thrived and evolved for centuries, passed down through generations like folklore. Ashtar strives to keep these now-endangered artistic practices and rich cultural legacies alive by bringing them to the realm of today's modern world, in forms still relevant to the youth in the Indian and Middle Eastern markets through modern Indian and pret wear.
Service
Rebrand, Packaging, Print Media, Website
Industry
Apparel
Client
Saumyaa
Year
2023
PREVIOUS LOGO
A logo which stood strong for decades, did not represent the current nature of the brand. The client wanted to rebrand their primary logo and colour palette, maintaining the flower sub mark as its core value and identity.
SUBMARK AND BRAND RETENTION STUDY
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A sacred flower with a special place in ancient Indian art and mythology, and it has long been regarded as an auspicious symbol of Indian culture. The curves, tilt and flow of the sub mark represents the transparent and authentic nature of the brand, retaining its core values and Indian tradition in its ethnic wear.
MOOD BOARD
DESIGN EXPLORATION & COLOUR STUDY
Option 1
Option 2
Option 3
"Rebrand is an opportunity to honour the roots of the company while positioning it for the future"
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The Ashtar rebrand was inspired by Indian art and history along with the personal journey of faith and spirituality of its co-founders. The colors - blue and red are often found in paintings and imagery of Hindu deities - Gods and Goddesses through Indian art history. Blue is a symbol of life and power along with infinite reality and determination.
From the Doordarshan logo to the Ashoka Chakra, be it Manmohan Singh's turban or Sridevi's iconic saari in Mr.India. From Gandhi's fight for the Indigo cultivators to the contemporary world of high fashion streetwear of denim jeans.
The Ashtar rebrand was inspired by this very sentiment - the everlasting allure stands firm on the pivot of blue. An amalgamation of Indian history, mythology, and tradition with a sense of modern uniqueness. Ashtar's 'Bermuda Blue' exudes a sense of confidence appealing to those across generations thereby increasing brand retention.
