maya

When the brand approached us to redesign its Identity, and develop its packaging and e-commerce site, the first thing we did was to suggest that Maya be de-linked to its mother brand Maya-bazaar, as it essentially spoke to a very different woman. Our next steps were to create a brand position, an image and a narrative that best reflected the brand promise.

Eclectic in inspiration, the jewellery straddles culture and high-fashion with ease. Each piece by virtue of the craft is always one of a kind, carrying forward the subtle nuances of the artisan and a little bit of India.

Market research indicated that Maya’s differentiated offering, stood out within a fairly crowded marketplace, and spoke to a cosmopolitan, fashion forward woman.

The products spoke of tradition, modernity, individuality – promoting both environment friendly design and craft revival; these parameters were conscious influencers in our design solutions.

To reflect an eco-friendly, artisanal voice and an Indo-chic persona we hand crafted the mark. Using first a traditional calligraphic nib - the type was then recast to move away from tradition, and produce a mark that is as original and idiosyncratic as the jewellery.

We assigned the parrot motif to a signature design element – and went with the original brand colour juxtaposed on recycled brown kraft as the brand material for packaging.

The identity was understated but elegant, the packaging crisp and strong - a perfect foil for the bright, textured jewellery. The image bank veers away from highly stylised fashion models, and uses potential customers as models - referencing the user.

The user experience was designed to be intuitive and easy to use, and manage. The brand voice was carried forward in the user interface – with large dramatic images, on the landing page, design detailing and a clean uncluttered elegant grid.

Since the launch, Maya is now available at various boutique stores across the country, and its on-line sales have grown to cross over 60% of annual turnover.