Pukhraj’s
Moi Namaste
Moi Namaste is an apparel and accessory brand taking Indian craft to Finland.
Rebranding, Brand Voice & Styling.
Moi Namaste is a woman run brand for women. It aspires to take colorful, warm Indian craft to a seemingly cold geography used to Celtic patterns and geometry. As their creative strategist, I gave the brand a refresh, founds its roots in the founder’s love for her hometown, and offered a lens of contemporary curation to crafts that have been in India for generations.
THE BRAND BOOK
How can we make India’s colorful grammar inspiring to the discerning Global contemporary woman?
In addition to defining how Pukhraj could translate a very Indian aesthetic to a more contemporary, European shopper, one had to be mindful of the bootstrapped nature of the solopreneur. This informed print and packaging choices, the easy design that could be used by the founder on social media, and a simple strategy for storytelling.
