Gayatri Joshi is a homegrown fashion label that blends Indian craftsmanship with understated luxury. Specialising in premium everyday wear, the brand celebrates artisanal embroidery, natural fabrics, and timeless silhouettes rooted in slow fashion. The brand sought to evolve its identity with a new store in Koregaon Park, Pune. This rebranding phase marked a shift; from boutique label to a refined, retail-ready name with a focused visual and emotional language.
Location:Koregaon Park, Pune
Client: Gayatri Joshi
- Complete rebranding (visual + verbal identity)
- Experiential Design: Logo, packaging, garment tags, and print collaterals
- Brand deck and design deck
- Full social media revamp and management (launch + regular content)
- In-store branding (posters, signage, touchpoints)
- Launch campaign strategy and execution
The launch of the Koregaon Park store demanded a deep rethink of how the brand was presented physically and emotionally. We had to translate the brand’s essence into a full-fledged experiential retail identity, curating everything from in-store visuals to sensory touchpoints. The task wasn’t just design; it was immersion. We studied the customer journey, layered in narrative cues, and built an environment ensuring every visual cue, material, and word was aligned with the brand’s refined, Indian-chic identity.
Our approach centred on distilling Gayatri Joshi’s quiet elegance into a cohesive and sensory retail experience. As the brand transitioned into a refined retail presence, every detail, from the visual identity to in-store storytelling, was designed to reflect its ethos of understated luxury. Drawing from its core principles of Indian craftsmanship, natural materials and timeless silhouettes, we crafted an identity that felt both rooted and elevated. The store experience was carefully curated to guide the customer journey with subtle narrative cues, creating a space that feels not only beautiful but deeply intentional.
The rebranding set a definitive tone for the label’s identity in Pune, helping carve out a loyal, niche clientele that resonated deeply with the brand’s quiet elegance. The Koregaon Park store quickly became a destination; an entire lifestyle sensibility shaped by understated luxury.