Rangeela

Brand and Visual Identity, Art Direction, 2026

Client Background

Translated from Hindi, Rangeela means "joyful, full of life, finding the striking in the mundane". Rooted in South Asian craft intelligence and expressed through a contemporary visual language, Rangeela is a concept-driven luxury design house exploring identity through form and material. The brand exists to create space for multidimensional women who move fluidly across worlds, disciplines, and perspectives, offering a visual language for self-trust, intellectual curiosity, and intentional living.

Brief

I developed a comprehensive visual identity system and art direction framework anchored in the "Sapphire Principle", the study of elemental fluidity, precision, transformation, and biomorphic geometry. The goal was to build a sophisticated, system-driven brand experience that balances rich cultural heritage with modern, high-fashon minimalism to reach culturally literate creators and design-conscious thinkers.

Deliverables

Brand Strategy & Philosophy
Visual Identity System
Logo Suite & Custom Logo Type
Brand Guidelines Document
Art Direction