A distinctive brand identity for Mastani that blends heritage and modernity, celebrating feminine strength through refined craftsmanship and bold visual expression.
Scope
- Brand Art Direction
- Brand Guidelines
- Brand Identity
- Brand Storytelling
- Brand Strategy
- Editorial Design
- Packaging
- Print & Outdoor
- Promotional
- Signage & Wayfinding
Credits
- Photography by Will Davidson
- Styling by Kate Darvill
- Hair & Makeup by Jenny Kim
Ortolan was engaged from the inception of the brand to design a strong, multi-faceted identity that expressed an ideology grounded in the founder’s Indian heritage and a progressive aesthetic. The resulting brand world needed to balance tradition and modernity while setting the tone for a high-end luxury experience.
Mastani’s visual identity draws inspiration from the intricacy of its collections — handmade in limited quantities using techniques passed down through generations. Referencing traditional weaving and block printing, we designed a delicate pattern that sits alongside an unexpected, bold colour palette. This interplay of heritage and modernity became the foundation for all brand communications.
Following the online launch, Mastani opened its first retail space on High Street, Armadale. Working closely with DesignOffice, our brief was translated into a contemporary, calm and inviting boutique environment — a space centred on impeccable service and reflective of Mastani’s elevated luxury offering.
We collaborated with New York-based photographer Will Davidson to produce Mastani’s launch campaign in Jaipur, India. Shot in a 475-year-old palace using natural light, and supported by a world-class crew and talent, the campaign delivered a powerful visual message of heritage, modernity, strength and beauty — establishing the brand with confidence from day one.
