SABYASACHI PACKAGING
BRIEF
Design a luxury packaging for a brand's new product launch. The packaging should be in alignment with the existing brand ethos and value.
RESEARCH
Research began at the Sabyasachi flagship store in Fort, Mumbai. Every corner of the store was designed with intention, symbolism and had cultural significance attached to it.
Keeping the ethos and intentionality of the brand in mind I designed the packaging for an anklet collection launch.
MOODBOARDS
The product I wanted to create a packaging for was a hypothetical new launch of a jewellery line of payals (anklets) because my visit to the flagship store showed me that he had lesser variety of anklets in his jewellery collections.
Sabyasachi is an avid patron of traditional crafts, artforms and craftsmanship. This made me go back to traditional artforms and paintings. Madhubani artform resonated with the anklet collection because of its similarity in meaning.
Packaging references and ideas came from the flagship store and the curation of every single corner. I noticed books seamlessly integrated among jewellery, mannequins, shoes, bags, and other apparel and that idea stood out to me.
CONCEPT
Research began at the Sabyasachi flagship store in Fort, Mumbai. Every corner of the store was designed with intention, symbolism and had cultural significance attached to it.
Keeping the ethos and intentionality of the brand in mind I designed the packaging for an anklet collection launch.
SHAADI-NUPUR COLLECTION
Introducing the special edition exclusive Shaadi - Nupur Collection by Sabyasachi Mukherjee.
An ode to the tribal and ancient culture of India,
To the musical footsteps of women.
ILLUSTRATION / ARTFORM
Anklets have been used as symbols of festivals, happiness and weddings in many tribal populations for many many years.
Traditional anklets have motifs like jhalli work, peacocks, lotus, floral vines, leaves, fish, parrot, elephant, etc with a special significance attached to each motif.
Madhubani folk art is famous for its use of motifs like peacocks, fishes, parrots, floral motifs and depicts stories of nature, celbration, life, and various social events.
KAMAL PHOOL
The lotus symbolizes purity and spiritual enlightenment, growing beautifully from muddy water and representing Goddesses Lakshmi and Saraswati in Hindu mythology.
In Kohbar Ghar paintings, the lotus represents purity, feminine beauty, fertility, and blessings for healthy children and a happy married life.
The lotus symbolizes resilience by blooming through hardships, with its petals representing feminine beauty and its stem representing inner strength.
MOR NAACH
The peacock symbolizes love, romance, beauty, and new beginnings through its graceful and vibrant dance.
Its eye-like feathers represent abundance, protection from evil, watchfulness, rain, and agricultural prosperity.
In Hindu mythology, the peacock is associated with Lord Kartikeya, Lord Krishna, and Goddess Saraswati, symbolizing wisdom and joy.
PHOOLON KI JHAALI
Floral motifs and vines in Madhubani art symbolize nature's abundance, fertility, and continuous growth.
They represent the richness of nature and its deep connection with human life.
In Kohbar paintings, they celebrate the sacred union of bride and groom by filling the spaces around central figures.
PACKAGING DIELINE
Sabyasachi packaging is usually minimal with only the iconic Bengal tiger logo in gold as the main focus on the package box.
In order to keep that brand resonance, I decided to play with layers of unboxing to reveal illustrations and storytell through the act of unboxing.
The packaging experience not only designs for the unboxing/reveal but also acts as a functional component that one can use to store their bought jewellery.
STORY CARDS
Story cards can help the buyer to connect with the piece of jewellery through its history, story, craftsmanship, value and also understand the deeper meaning behind the design of the anklet. It adds a personal touch and creates an emotional experience for the buyer.
FINAL PACKAGING MOCKUPS
THANK YOU