Ayar

Born from the tranquil inspiration of Southeast Asia's Ayeyarwady River, Ayar is a fashion brand redefining modern lifestyle essentials. The brand is built on a simple, powerful premise of delivering high-quality, designer-level craftsmanship at an accessible price point. Brand commits to continuously evolve alongside the needs of the modern consumer.

EdgeLongevity over
Fast Fashion

PositioningAccessible Premium
Category

WorkBranding &
Visual Identity

LocationMumbai,
India

AYAR

Scope

Ayar sought a brand identity that positioned them as a premium player in the artisanal leather and fashion space. The goal was to conceptualise a strong visual identity with a mark that felt both “Modern” and “Environmentally Conscious,” appealing to a demographic that values longevity over fast fashion.

User Personas

Ayar already came with a good chunk of data set based on their previous sales and consumers patterns. That became our starting node of brand research where we consolidated user data and initiated one-to-one conversations with the repetitive consumers to understand and build brand's consumer persona profiles. In these personas the most important factor is their motivation to interact with Ayar, which became our baseline into visual identity development.

Brand Positioning & Competitive Landscape

Ayar is competing in an already saturated market of fashion & apparel brands. The biggest challenge from brand building point of view here was that we needed a positioning and visual identity system that would distinguish & highlight us in visual hierarchy with the competition, whilst not drifting us far away from set industry expectations.

Brand Logo Concept Sketch Drafts

Once we were confidant to move ahead with our brand positioning ideologies we ventured towards our brand mark. Shown below are few of the exploration of sketch drafts that went underway this phase.

Brand Ideation - Variants

Upon consolidating logo sketch drafts we started with digital exploration of these variants where we built 3 different positioning styles in order to test our consumer base’s response.

Initial expectation was to test the waters in live market scenario to better understand which positioning ideology gave the best result in respect of consumer purchasing pattern.

Finalising The Brand Mark

Once we were confident over our multiple rounds of testing different positioning ideologies, we moved towards finalising our Brand Mark.

Colour Palette Exploration

Next challenge was to redefine the brand’s colour palette system. Primary obstruction here was that we needed something that set’s us apart from immediate competition but not too far beyond from our core apparel & fashion industry. Here are a few exploration of colour palette system we ended up seeing a positive response with our consumer base.

Finalised Brand Identity

Upon multiple rounds of testing and back & forth with our consumer base we were able to land on a definitive brand identity that showed the most promise in the long run.

Shown below is a mood board of the same brand essence including logo design, colour palette, brand pattern, brand stationary and product photography style, etc.

Brand Guide Preview

Once we had our branding system in place, now was the time of consolidating a brand guide in order to maintain maximum coherence in our brand system amongst all our distributors and external publications.

Ayar Wallet Design

Beyond the branding nature of this project, we also collaborated on a minimal wallet to distribute amongst the brand launch.