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Where Bravery Flows with Belief
Sutlej
Internship Project at Scarecrow M&C Saatchi for Reliance Jewels
Synopsis
Category
Jewelry Advertising Campaign
Service
Branding, Jewelry Design, Typography, Advertising
The project centered around launching a jewellery collection inspired by Punjab's cultural heritage, combining elements from its art, architecture, textiles, and natural landscapes to create a visually and emotionally engaging advertising campaign for Reliance Jewels.
Duration
3 months
Detail Structure
A Vision Rooted In Curiosity
Curiosity and Risk-Taking
TRADITIONAL CRAFTSMANSHIP
CONTEMPORARY JEWELLERY TRENDS
Inspiration and Ideas
Inspired by Punjab’s iconic motifs, the project addressed the need for jewellery that inspired with regional cultural identity.
Celebrating Punjab's cultural richness
Our research on the Punjab region has guided every element of this project. We explored its history, cultural symbols, and traditional crafts like Phulkari and Mohrakashi. This rich heritage shaped not only the jewellery line but also the entire advertising and typographical approach, capturing the true essence of Punjab. The flowchart showcases how this research influenced each aspect, bringing the spirit of Punjab into every design and detail
Primary
Phulkari (Textile)
Golden Temple
Onion Domes (Architecture) Agriculture (Wheat, Sarso) Mohrakashi (Frescos)Paranda (Hair accessory) Kirpan (Weapon)
Secondary
Wood Inlay (Craft)
Illustrated Manuscripts (Sikh-scriptures)
Jaratkari (Marble inlay)
Jutti Lohri (Festival)
Pakkhe (Punjab
hand-fans
The challenge was to authentically represent Punjab's essence while appealing to contemporary tastes.
Capturing Problem
STORYTELLING POWER
Engaging Narratives
The campaign highlighted the jewelry’s significance, showcasing the cultural legacy of Punjab
Traditional art, architecture, and textiles added cultural depth to the designs and marketing.
Cultural Context
Every design choice aimed to balance aesthetics with cultural meaning.
Thoughtful Design
Punjab's traditions through visual storytelling
Theme Video
This video contains footage gathered from various sources. We do not claim ownership of the original content, as the copyright belongs to the respective creators.
DESIGN WITH IMPACT
Innovative Thinking
New methods were explored to represent cultural symbols within jewelry, using modern materials and design techniques to keep the collection relevant and appealing.
Detail-Oriented Craftsmanship
The craftsmanship of each jewelry piece reflected the detailed motifs drawn from Punjab's artistic traditions, showcasing the intricacy and skill involved in the design process.
The collection aimed to evoke pride and connection, making a lasting impression
Cultural Celebration
Brand Communication Style
Flourishing
Vibrant
Primary
Secondary
Color Story
#D21F3C
CMYK - 11,100,80,2
RGB - 210,31,60
#FBCC11
CMYK - 2,19,99,0
RGB -251,204,17
#F26A27
RGB - 242,106,39
CMYK - 0,73,96,0
#FDF6E9
CMYK - 1,2,8,0
RGB -253,246,233
#328B43
RGB -50, 139, 67
CMYK - 81,22,100,7
#40403F
RGB -64,64,63
CMYK - 68,61,60,48
Neutrals
The typography for this project was crafted using iconography inspired by Punjab’s cultural elements. Each letterform was designed to reflect the region's artistic heritage, blending intricate details from Punjabi patterns and symbols. This unique typographic style was used across branding and advertisements, reinforcing the connection to Punjab’s rich visual identity.
Typography Harmony
The logo, featuring a lotus, symbolizes purity and spiritual growth. Visuals are sleek, with guidelines
on logo use, clearances, and scale.
Logo Composition
The theme video and ad layout seamlessly blend iconography, colors, and typography to create a campaign, visually narrating Punjab's cultural story and enhancing the collection's appeal across all platforms.
Celebrating Culture through Packaging
CONNECTING VISUAL ELEMENT
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