How Landor Using the Clients Brand for Business Transformation

Irasva

The Brief

The task was to create a new jewellery brand for the Indian market that is accessible, stylish and global in appeal, offers contemporary designs at competitive prices. A brand that inspires trust, is aspirational, reflects consumers’ sense of an upgraded lifestyle and makes the jewellery buying experience fun and fresh. Targeting women who are looking for contemporary designs with an international appeal are trend-setters. This market was a fragmented category dominated by long-standing family jewellers, with little to pull them apart. Retail 3.0 is leading to a new set of considerations: the need for tightly curated collections, acceleration of Omni-channel initiatives, a tailored and consistent shopper experience.

The Solution

With a fresh lens towards the changing sensibilities of the Indian consumer, Landor created a new brand that celebrated the immense transformative power of jewellery on women and the special relationship between the two. The new name created to represent this positioning was ‘Irasva’ which was a combination of ‘ira’ meaning enjoyment and ‘sva’ meaning the self in Hindi, thus playing an ode to a woman who seeks to feel beautiful and always express herself with confidence. The new brand celebrates this individuality and self-expression of the modern Indian woman. A comprehensive visual identity system and a brand voice were developed to bring to life this new brand in a distinctive manner across offline and online touchpoints.