Belinda and Riddhi are two sisters from Indore with one unrelenting dream that took the form as Belsi's Jewelry. The idea for Belsi’s first took shape in 2010, after realizing there’s a huge gap in affordable and authentic IndoWestern jewelry. Coming from a big Indian family of five sisters, jewelry always had a significant role in their lives—a form of love, pride, and heritage.

The Journey

The journey began with in-depth brand strategy to pinpoint Belsi's unique positioning, brand values, messaging, and personality. After the brand strategy was complete, I designed a branded guidebook to make all of the information digestible for future use.

The Deliverables:

• Brand Refresh Design

• Photography Direction for website & social media

• Website Design

Strategy & Design Solutions:

I dove into the creative direction which included a new color palette, fonts, and photography direction that reflected the strategy. We went with a bold, modern palette to pay homage to the Indian roots while still appealing to Western women. We chose clean, yet strong fonts to showcase the brand's unapologetic personality and photography direction that focuses on the jewelry in a way that allows the viewer to imagine themselves in the model's place.

Project Highlights:

During the branding phase, we were able to showcase the brand refresh on packaging to give examples of how the new brand would look "in the wild".

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Credit Where Credit is Due:

Brand Strategy & Website Copywriting: Studio Mash

Brand Photography: Aina Kumar

Brand Strategy Book Design, Brand Refresh & Creative Direction, & Website Design: WildHive Studio