VISUAL COMMUNICATIONS ONE ARTISAN BRAND BOOK
MOLLY GRANGER
1 ARTISAN SKILL
Wahan Khatri sepcialises in the artisan skill of ‘Bandhani’ in which textiles are created by a process of pinching, tying and resist dying the fabric (Gaartha, 2022).In terms of origin, the skill began in the city of Ajrakhpur in Gujarat in the 6th century. The name itself is derived from the Sanskrit word ‘bandhana’, which means ‘to bind’. The skill is believed to be passed into India by Persian traders.Although, the skill became popular in Gujarat in the 7th century, when the skilled dyers and printers within the Khatri community began to use the technique - this community also remains the main practioners of the skill in India (Parisera, 2023). Apart from its religious and traditional significance, ‘Bandhani’ or ‘tie-die’ has also moved into the mainsteam fashion industry with its contemporary usage as dress material, bags, skirts and in home decor as cushion covers, bed sheets, curtains etc (Gaartha, 2022).
2 BRAND OVERVIEW
The initial idea for the artisan is to create quilted blankets using the Bandhandi fabrics. Either using one fabric type or to create patchwork pieces.These would be ‘one of a kind’ so that each blanket is unique. This may be suitable to fit an extension of the Weird Girl aesthetic, curated of clashing colors, patterns and textures that effortlessly work together (Edited.com, 2023). The ‘one off’ blankets may also make the brand appear exclusive as consumers would feel more individualstic owning something that they know others don’t.Khatris brand would be female focused with a friendly facing personality and voice to appear approachable to consumers, similar to brands like Glossier and Lush who are known to be welcoming to all.
3 TARGET AUDIENCE
The demographic for the products created would be females a part of Gen Z. Giving potential for the products to be bought for uni students or first time home owners to decorate their spaces with. As interior design is typically a subjective topic these women may be single and living on their own in cities with a love of indivualism. The maximalist movement that has been noted within Gen Z has seen bold perspectives and even bolder aesthetics, using bright colours, clashing prints (WGSN, 2023).
Idiosyncratic touches have also surged in homeware products, with value in art over purpose. Looking at research, product descriptions including the word ‘abstract’ have grown 120% YoY, primarily in home accessories. (Edited.com, 2023). This suggests that the bright patterns often used in the Bandhandi art will be popular with this audience. Consumers may also be concious of the environmental issues and opt for either buying less or buying products that are sustainable and circular (WGSN, 2023).
(Edited, 2023)
4 CONSUMER PROFILE
Freya is a young and trendy graphic design student who is passionate about the environment, fashion, and music. She is a socially conscious consumer who cares about the impact of her choices on society. Her lifestyle is defined by her creative pursuits, her love for music and her commitment to sustainable living. Freya’s fashion sense is influenced by her interest in sustainability, so she prefers to buy clothes made from organic or recycled materials, or from brands that prioritize ethical and sustainable practices.
She loves mixing vintage pieces with modern trends, and her style is characterized by bold and colorful statement pieces that reflect her personality. As a graphic design student, she is always looking for ways to integrate her interests into her work. She is passionate about using her skills to promote sustainable fashion and support independent musicians. She enjoys working on projects that involve designing album covers, event posters, and marketing materials for sustainable fashion brands.
5 MARKET RESEARCH
When looking into the key trends for interiors, ‘surprising colour’ is one that closely links with the brands personality. It is believed that colour creates playful spaces, which feel uplifted without the need for considerable budgets.
Unexpected placements and blocks of colour create high visual impact to enliven the senses. In order to implement this trend into a brands products it has been suggested that stock drawer pulls, cushion covers, throws or small rugs are great products to ease consumers into bright colourways (Taylor & WGSN Interiors, 2023). Some of the key home accessory trends include wall art, statement pillows and abstract vases . The consistent use of the adjectives ‘statement’ and ‘abstract’ suggest that bolder pieces are more attractive to consumers when choosing items for their interiors (Lamb, 2023).
(WGSN, 2023)
(WGSN, 2023)
5 MARKET RESEARCH
It has been reported that Indian Millennials are exploring and reconnecting with their roots across all categories. There has been an increased demand for local and independant brands to combine Indian heritage with current aesthetics and values. The growing demand for mindfulness and natural products has also encouraged industries to rediscover traditional rituals. To meet this demand it would be useful to create a relaxing retai setting for consumers so that the products translate into the entire shopping experience (Shin, 2018).
Female empowerment is also massively growing across India as Indian youth push for inclusivity and equality, therefore, it would be crucial for the brand to ensure that consumers feel uplifted when shopping with them. Creative direction that combines Indian heritage with modern designs resonates with this entire group. This is further suggested in other research that notes that the hashtag “handmade” has recieved ‘20 billion views in the last 120 days, with 91 billion views overall’ which suggests a new love for hand crafted pieces. There has also been a renewed appreciation for craft, which has ultimately put a spotlight on Indian designers who are reviving artisan techniques.
Overall, it can be assumed that the post-pandemic consumer now prefer positive purchases that support artisans directly, therefore collaborations have been encouraged to ensure buyers note the shift to these aesthetics (Morgan-Petro & Cano, 2023).
COMPETITOR ANALYSIS
At the heart of The Pure Edit they aim to minimise the impact on the planet while helping their consumers to create a home that they love. The textiles they use are created from ‘natural plant fibres such as recycled and Better Cotton, linen and hemp’. This enables the brand to create products that are long lasting and durable. The Pure Edit could therefore be a potential competitor for Wahan Khatri as they will be producing similar products for a similar target audience while also holding the same ethical values. Although, The Pure Edit is useful to justify Khatri’s brand concept, as it proves that there is a need and want for these kind of products.
It is also interesting to note their choice of marketing, when it comes to their website design, social media posts and their branding as a whole.
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(WGSN, 2018)
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BRAND DNA
TYPEFACE PALLETTE
WAHAN KHATRI
Wahan Khatri
WAHAN KHATRI
Wahan Khatri
WAHAN KHATRI
Wahan Khatri
Big Caslon
Futura
Apple Chancery
After experimenting with three different typefaces, it felt that Big Caslon suited the brand the most, as although the products are colourful and fun the classic typeface balances the brand identity and appears attractive to the targeted consumer.
(Edited, 2022) (WGSN, 2023)Some of Wahan Khatri’s pattern designs loosely resemble the Pantone 2023 colour of the year ‘Viva Magenta’, therefore if the brand DNA adopts shades similar it may become popularised as it would be a colour that consumers have become familarised with. After further research, it became apparent that Viva Magenta is of organic origin, “derived from South America’s chohineal beetle”, described by Pantone as “one of the most precious, strongest and brightest of the natural dye family” (Smith & Fryzer, 2023). The natural dye also ties into the artisan and handcrafted element of Khatri’s branding, it also represents the consumer’s heightened appreciation for nature and desire for ethically produced products.
To then further expand the colour palette of Khatris brand, it would be useful to include other colours of a similar shade so that the branding doesn’t appear monotonouS and boring.
In the Global Colour Forecast for Spring/Summer 2025, it is predicted that, for pinks, a range of berry tones will become popularised (Samba, 2023). The the Pantone shades above will also be utilised as not only do they blend in well with Viva Magenta, but they will become highly popularised within the industry and again audiences will recognised the shades, which could ultimately make them more attracted to the brand.
COLOUR PALETTE
The logo design is crucial as it is often what audiences recognise brands by.
Each of the mock up designs were very minimal and only included text rather than adding any images. This was because the products themselves are quite ‘busy’ on appearance as they consist of many intricate patterns and colour, therefore if the logo is also quite loud it may appear overwhelming. The muted logo therefore lets the products speak for themself.
After experimenting with the four different logo designs, the fourth design seemed to fit the brand personality the most, whilst also remaining attractive to the target consumer as the type and design balances a strong and bold ‘W’ with a more elegant and feminine font for the main text.
After the base for the logo was created, it was then further developed to include some of the other aspects of the brand DNA, such as the colour palette. The white text was used on top of one of the deep pink shades for contrast. Overall, the final logo design sucessfully combines the elements of the brand DNA.
(the final logo design)
LOGO
PROMOTIONAL STRATEGY
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SOCIAL MEDIA
In order for the brand to stay on track, it is important to keep goals so that strategic marketing can be used to ensure these goals are reached, if not exceeded. For instance, one goal may be to raise brand awareness, and in order to do this marketing tactics such as social media interactions with audiences would be useful to ensure the brand reaches a multitude of people, especially with platforms such as Twitter and Instagram where pages and posts can easily be shared from profile to profile, while also costing the brand very little. When looking at social media usage in alignment with the target audience (Gen Z) it has been recorded that “youth brains have matured rapidly and are now older than their chronological age due to pandemic stressors”, this also transcribes well with the ‘kids are getting older younger’ phenomenon that began from the huge access to information that this generation now has online. Instagram has two billion global users with an estimate time of 12 hours spent per month on the app, while Tik Tok has one billion global users, who spend an average of 23h/28m per month on the app. So also there are less users, the amount of content that they consume is almost double - therefore this could also be another useful platform for Khatri to use to promote his products (Napoli & Larson, 2023).
Instagram mockup posts
WEBSITE MOCKUP
The website layout is design to be sleek and minimal to showcase the products, rather than having a lot of text on the homepage. Although, there is the option for consumers to read into the materials and the history of the craft so that they are able to get more of an insight into the brand. This would allow audiences to feel closer and more connected with the brand if it appears transparent and open, which could ultimately be more attractive for a consumer as they are now in a more conciously aware era.
On the website, there would also be there option for consumers to further connect with the brand, with links to social medias as well as the option to sign up to a newsletter. This would mean that consumers can stay informed on new products as well as getting a insight into the manufacturing processes and some inspiration for their interiors.
PACKAGING
The main focus for the packaing element of the brand will be sustainability, due to the increasing demand for sustainable production within the fashion industry and in wider society. For instance, it is predicted that paper will be the top packaging material of 2023. It offers many environmental benefits in comparison to other packaging materials such as plastic and aluminium alternatives, given its lower carbon emissions and easy biodegradability even in landfill conditions (WGSN, 2023). The design of the packaging will be simple and sleek to juxtaopose the actual product which are heavily detailed a colourful. This will also add a sense of balance as it won’t appear too much to a consumer.
Extra promotional material would also be made, such as branded stickers as they link to the friendly and light-hearted brand voice that Khatris brand has. Other brands such as Glossier, which have a very similar feminine target audience, often used stickers when sending out orders to consumers, this would suggests that stickers are a great way for a brand to interact with their consumers outside of the actual products.
Sticker Design
Paper Bag Design
POP UP EXHIBITION
To promote Khatris brand, a pop up in an already well established store may be useful to introduce the brand to consumers in a familiar space. ‘And Other Stories’ would be a fitting store for the brand because, although they do not already sell homeware items, the whole aesthetic of the brand is quite similar, minimalist and feminine, and is suited directly towards a similar target audience. And Other Stories also aims to let their consumers ‘create their whole look, from clothing, shoes and accessories to skincare and make-up’ (Stories.com, 2023), therefore, homeware styling would be a fitting addon to bring consumers personal styles into their interiors. Parts of And Other Stories brand DNA also ties into Khatris branding, such as the colour sheme, which encorporates the ‘Viva Magenta’ shades along with other shades of pink as well as their logo typeface as it is flowly and appears handwritten.
The exhibition would be a ‘pop up’ that would take place across multiple And Other Stories stores over the UK, part of the store would be turned into a ‘bedroom’ that showcased Khatris products. This would give the pop up an immersive vibe as it would feel as if shoppers were entering a home rather than a shop. This ‘homely’ feeling may also translate into the brand being friendly facing, which would bring Khatris brand and the consumer closer together.
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Colour palette wall, showcasing the tones used in the productscould have information about how they are made - links well with sustainability and being an environmentally concious brand.
Flower shop vibe, inspired by a Jaquemus pop up, would invlude Khatris brand colour palette. Ties in the feminine appeal as well as the friendly tone and narrative of both Khatris brand and AndOtherStories.
Inspiration taken from a Glossier pop up. The ‘homely’ aesthetic again with the fireplace but also combining female energy with the brand DNA with the use of pink tones.
Display of different product designs and colourways.
EXHIBTION MOOD
Showcasing the materials used to create the blankets - links to the artisan handmade craft but also is a way of educating consumers and letting them get to know the brandmore.
The bedroom layout of the pop up section. Featuring the products as well as other ‘feminine’ products (ie. books, flowers etc).
Further inspiration for bedroom layout/showroom vibe of the pop up. Showing products in real life setting.
MOOD BOARD
Custom bags from the pop up to make it clear that this event is exclusive and separate. Also acts as a walking advertisement when consumers are walking round after the event.
Morgan-Petro, S & Cano, A (2023) Brands to Watch: Womenswear S/S 23. WGSN [Online] [Accessed 5/4/2023] https://www.wgsn. com/fashion/article/63f53d1ab25c48f7c8403223
Napoli, C & Larsen, M (2023) Social Media Forecast 2023 [Online] [ Accessed 5/3/2023] https://www.wgsn.com/insight/article/63cd9e6a2a21cd387b90dcad
Parisera (2023) The History of Bandhani. [Online] [Accessed 12/4/2023] https://www.parisera.com/blogs/crafts-and-weaves/ the-history-of-bandhani
Pierre-Davis, B (2023) Textiles A/W 24/25: Inter-Actions. WGSN [Online] [Accessed 25.3.2023] https://www.wgsn.com/interiors/article/63fe5b31dc38a1a11c8dda6a
Stories.Com (2023) About Us [Online] [Accessed 2/4/2023] https:// www.stories.com/en_gbp/about/about-us.html
Smith, R & Fryzer, V (2022) Pantone Color Of The Year 2023 [Online] [Accessed 22.2.2023] https://app.edited.com/#retail/article/retailtw-pantone-color2023-061222
Samba, O (2023) Global Colour Forecast S/S 25. WGSN [Online]
https://www.wgsn.com/fashion/article/6408a82fb25c48f7c8f8de18#page9
Shin, J (2018) India: Emerging Millenials. WGSN [Online] [Accessed 2.5.2023] https://www.wgsn.com/insight/article/81989
Lamb, A (2023) Trending Digest – Homeware Feb 2023. Edited.Com [Online] [Accessed 8/3/2023] https://app.edited.com/#retail/article/ retail-home-monthly-trending-feb-030323
Taylor, M & WGSN Interiors (2023) Bed A/W 24/25. WGSN [Online] [Accessed 26.3.2023] https://www.wgsn.com/interiors/article/63f5dc7862f3cb603d33ce47
10 REFERENCES
IMAGE REFERENCES
Edited (2023) Fall 2023 Copenhagen Street Style. Spotlight. [Online Image] [Accessed on 15th March 2023] https://app.edited.com/#retail/article/retail-street-women-cop-apparel-fall23
Edited (2022) Pantone Color Of The Year 2023. Pantone [Online Image] [Accessed 22.2.2023] https://app.edited.com/#retail/article/ retail-tw-pantone-color2023-061222
Edited (2022) Pantone Color Of The Year 2023. Terrene Studio [Online Image] [Accessed 22.2.2023] https://app.edited.com/#retail/ article/retail-tw-pantone-color2023-061222
WGSN (2023) Bed A/W 24/25. Undercover [Online Image] [Accessed 26.3.2023] https://www.wgsn.com/interiors/article/63f5dc7862f3cb603d33ce47
WGSN (2023) Bed A/W 24/25. Urban Outfitters [Online Image] [Accessed 26.3.2023] https://www.wgsn.com/interiors/article/63f5dc7862f3cb603d33ce47
WGSN (2023) Bed A/W 24/25. House Of [Online Image] [Accessed 26.3.2023]
https://www.wgsn.com/interiors/article/63f5dc7862f3cb603d33ce47
WGSN (2023) Bed A/W 24/25. The Apollo Box [Online Image] [Accessed 26.3.2023]
https://www.wgsn.com/interiors/article/63f5dc7862f3cb603d33ce47
WGSN (2023) Brands to Watch: Womenswear S/S 23. Bodice [Online Image] [Accessed 5/4/2023] https://www.wgsn.com/fashion/ article/63f53d1ab25c48f7c8403223
WGSN (2018) India: Emerging Millenials. The Solo Girl [Online Image] [Accessed 2.5.2023]
https://www.wgsn.com/insight/article/81989
WGSN (2023) Global Colour Forecast S/S 25. Pantone [Online Image ]
https://www.wgsn.com/fashion/article/6408a82fb25c48f7c8f8de18#page9
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