forest of chintz
brand strategy, brand identity,
communication
Forest of Chintz is all about sophisticated bold designs that draw from culture, and connect the colloquial to the cosmopolitan. The brand strategy and design articulation captures this, situating the brand at the intersection of fashion, art, design and culture.
Forest of Chintz is an accessory brand that focuses on making one-of-a-kind jewellery and handbags for the fashion-forward.
The products are contemporary and the brand explores new materials - cleverly combining them with age-old Indian craft techniques to create unique statement pieces.
We were tasked with building this brand from the ground up, taking it from inception to market.
The mandate included Brand identity, Store Experience, VM, and Communication - all targeted to the urban aesthete.
The name was replete with textile imagery. The brand mark however needed to position Forest of Chintz as a contemporary and offering with a youthful strong attitude.
By vertically stacking handcrafted type, we created a distinctive tightly-knit unit that drew from the imagery of a forest. The type treatment breaks traditional reading patterns and reflects the unconventional, and bold statement making nature of the brand’s personality.
The visual language and communication touchpoints underscored the uniqueness of the products, positioning them as one-of-a-kind accessories for the fashion-forward, making the statement necklace or bag the focal point of an ensemble; communicating value in the craftsmanship and design.
The language extended to store design and other customer touchpoints, including digital.
We were clear that this boutique brand should be housed in an art gallery-like space. Curated. Experiential. Flexible. Combining culture with the business of selling. We worked to define a brief for the architects and collaborated with them on display detailing, finishes and colours.
As an ongoing part of our engagement, we design the launches of each collection.
Apart from communication, the displays and visual merchandising along with art installations are conceived and designed to communicate the theme; where we carefully integrate the intricate craft of the products.
Statement making and the art of persuasion is always best done visually - outdoor and digital were used to capture the eyes and hearts of the fashionistas and urban aesthetes across India.
The name was replete with textile imagery. The brand mark however needed to position Forest of Chintz as a contemporary offering with a youthful strong attitude. The type treatment alludes to the verticality of a forest; its construct breaks traditional reading patterns and reflects the unconventional.
We carried the product’s bold statement-making approach forward in the visual language. With a vibrant colour signature, a combination of egg yolk yellow with an unusual grey. The grey serves as the perfect foil for the jewellery.
We were clear that this boutique brand should be housed in an art gallery-like space. Curated. Experiential. Flexible. Combining culture with the business of selling.
In fashion, statement-making and the art of persuasion is best done visually. Outdoor and digital media were used to capture the eyes and hearts of our audience.
Each collection launch is designed uniquely, responding to the season’s inspiration. Communication, Point of Sale merchandise and product-led art installations bring alive the concept, accentuating the creativity and craft of the brand.
The visual language and communication touchpoints underscore the uniqueness of the products, positioning them as one-of-a-kind accessories for the fashion-forward, making the statement necklace or bag the focal point of an ensemble; communicating value in the craftsmanship and design.
