ALANKAAR
Brand Identity & Packaging
Alankaar is an online jewellery label offering distinctive, well-curated designs. The founder’s vision was clear: celebrate heritage with a modern sensibility, creating pieces that feel like personal treasures, not just accessories.
CATEGORY
Jewellery / Lifestyle
AUDIENCE
Women aged 18–50 who value meaningful self-expression
SERVICES PROVIDED
Brand Strategy · Visual Identity · Packaging · Brand Guidelines
THE GOAL
To design a cohesive identity and packaging system that feels heritage-rich yet modern, premium without being pretentious, and scalable for e-commerce and small production runs.
STRATEGY
Alankaar’s identity was anchored in three core pillars: Affordable, Luxe, and Cultural.
The brand voice was designed to feel intimate and more like telling a story than selling a product — so that every interaction carried warmth and meaning.
EXECUTION
Logo & Typography:
A mark shaped by calligraphic rhythm, paired with elegant serif typography — expressive yet balanced.
Color & Materials:
A palette built for richness and tactility, supported by packaging explorations in velvet and textured papers.
Photography:
Intimate and cinematic, using natural light, shadows, and lived-in moments to spotlight the jewellery without over-styling.
Packaging & Unboxing:
Boxes and pouches, elevated with gold foil and ribbon details. They are meant to be ceremonial but never gaudy.
OUTCOME
Alankaar’s brand identity positions it as culturally rich without being outdated, elegant and premium yet accessible.
The visual system gives the brand a cohesive, lifestyle-driven presence that women can connect with emotionally and wear with pride.
To complete the experience, I created a suite of brand collateral which included packaging/boxes, thank-you and care cards that nurture connection, and a style guide that ensures consistency as the brand grows. Each piece was designed to echo a balance of connection and luxe which is the heart of Alankaar.
