Branding the intersection of tradition and modernity

Mastani is a boutique Melbourne fashion label, created in celebration of the strength, beauty and diversity of modern women. Ortolan was engaged from the inception of the brand — charged with designing a strong, multi-faceted identity that would express an ideology embracing both the founder’s Indian heritage and a progressive aesthetic.

Mastani’s visual identity is largely inspired by the intricacy of its collections — hand made in limited quantities, using techniques and skills passed down through generations. Drawing inspiration from traditional weaving and block printing, we designed a delicate pattern to sit along side an unexpected, bold colour palette. This expression of heritage and modernity set the tone for
all brand communications.

Shortly after an online launch, Mastani’s first retail space opened on High Street, Armadale.
Our friends at Design Office brought our brief to life in the perfect boutique retail environment
— one that influenced a contemporary, calm and inviting atmosphere, centred around
impeccable service for a faultless luxury store experience.

Launch campaign

We worked with New York-based photographer, Will Davidson, to create Mastani’s launch campaign in Jaipur, India. Shooting in a 475-year-old year old palace, with beautiful natural light,
a world-class crew and talent, delivered campaign images that launched the brand with a strong message of heritage, modernity, strength and beauty.