ZARIZAR is a luxury shawl brand originating from Aurangabad, India. Made using the nearly extinct technique of Himroo weaving, Zarizar products are the epitome exquisite craftsmanship and rich Indian heritage. As the brand aims to reach a wider international audience, our team saw an opportunity to reposition the brand in the luxury sector and focus on the Non-Resident Indian market. The South Asian diaspora have limited opportunities to connect with their own heritage, therefore we proposed an idea of two events that achieves to create that opportunity. The first event is The Bazaar experience, involving a strategic partnership with South Asian New York Fashion Week (SANYFW) to feature Zarizar as one of the vendors in their Bazaar event. The second event we planned was The Zarizar Exhibit, an intimate gallery exhibit featuring Zarizar’s collections and cultural heritage highlighter through evocative visual storytelling. Through market research, we found that these event ideas would effectively capture our target market, establish a stronger brand identity, and enhance product appeal through the different strategies implemented within/alongside the execution of these events.
Aside from extensive research, our team made sure to create a new visual identity for Zarizar to help further enhance their luxury brand image. This is shown through visual rebranding of its logo, website, social media, creative direction, etc. We were able to create a compelling vision and aesthetic for the brand in a way that stayed true to its roots while also highlighting its unique selling points. Both the Bazaar and the ZariZar Exhibit create immersive spaces for buyers, customers, press, and more to experience the ZariZar products in real life. These spaces will not only promote the success of the brand but also help South Asians connect with their cultural heritage. Our team managed to receive great feedback from the Zarizar and WFI (Women Forward International) team, as well as become one of the groups selected to present in the Symposium panel.
VIEW FULL PROCESS BOOK HERE
LOGO REDESIGN
E-Invite for Zarizar Exhibit
Social Media Rebranding
New Instagram Feed Mockup