Client : VBJ
Design Foundry - Navaratna By VBJ
The VBJ Design Center is at the forefront of curating some of the finest jewellery collections in the country, if not the region. The Navaratna collection was created to offer its customers an enriching spiritual collection. Considerable R&D had gone into the science behind the potent powers of the nine gemstones. The artisans at the Design Center had crafted a uniquely visceral collection that was both feminine and endearing. It stood out for its craftsmanship and skill, which ensured that the nine gemstones aligned to usher in positive energies for the wearer. Design Foundry (DF) was tasked with providing a compelling campaign for the launch of the collection.
DF strategised and implemented a campaign that celebrated the vibrant symbolism of the nine gemstones. A logo as vivid as the navaratnas was designed and was paired with a clean, classic typographic style. Design elements were developed based on intricate planetary mandalas from Hindu scriptures and astrological books. The team worked closely with VBJ’s team of experts to understand the nuances of the collection. The photography style was developed to match the communication tone that interspersed a poetic narrative with Vedic chants. The catalogue was meant to educate and inspire, tailored to appeal to the spiritual seeker and also VBJ's discerning buyer of well-crafted jewels. By combining rich metallic copper with the images, a contrast was achieved that heightened the vibrancy of the adornments. The entire collection was photographed and laid out in a manner that gave each composition a lot of energy and movement. The format of the narration was akin to a story unfolding that offered the reader a finer understanding of the navaratanas with each passing page. From naming each, distinct jewel to layering the communication across platforms with the potency of the nine gemstones, DF designed a truly immersive campaign.
As a team, it was a fascinating journey that reconnected us with spiritual manuscripts, astrological practices and gave us a deep sense of the rich ideologies that surround our incredible India. As a campaign, the team got to experiment with layouts, creating movement, capturing the essence of spiritual energy with design and reimagining very detailed and traditional Indian iconographies in a minimalistic and modern aesthetic.