PROJECT SCOPE

RUAS

A handmade embroidery company reviving tradition & empowering women artisans

brand identity

social media design

artisan editorial luxe ethical

LOGO CONCEPT

Inspired from Kutch’s geometric patterns, RUAS is modern and sophisticated, yet rooted in tradition. The bold serif typeface with geometric elements communicates a one-of-a-kind, elevated brand to an ethically conscious audience.

CHALLENGE

STRATEGY

RESULT

We wanted to remain true to the art of embroidery while resonating with the modern market. By incorporating unique typographic elements and creating a neutral color palette allowed the colorful embroidery products to be the star focus of the brand.

By investing in a premium brand look, Aditi was able to raise her price point to compete with the Western market. She was also able to employ more women in India to revive the tradition of embroidery and provide sustainable income for their families.

Led by her passion to connect rural Indian artisans to the modern market, Aditi wanted to have a cohesive brand image to communicate the amazing stories of the woman she was employing. She wanted to focus on what she loved about running her business rather than trying to wear yet another hat of branding and marketing.

ADITI M.

“I love Morgan's process, because she gave me the tools I need to be confident in my new brand."