Case 14
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November 2024
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Chaadar
A shawl brand, built to feel inherited.
01 The brief
Chaadar makes premium shawls for men and women.
They wanted a brand that carried tradition with modern restraint, so the product could move into newer markets without losing what made it itself.
02 What we shipped
03 The work, shipped
04 Our approach
Move 01
Heritage-led identity.
Move 02
Reads as luxury without shouting.
05 Direction → build
Direction first, build second. Logo, palette, then the store built on top.
Logo
Drop in the logo lockup or wordmark.
Color palette
Drop in the palette plate or swatch sheet.
06 What we built, in detail
Brand 4
Wordmark and mark
Heritage colour palette
Typography pairing
Voice and tone
07 Brand system
ChaadarHeritage · Craft
Palette
Type pairing
Aa
DisplayCormorant Garamond
Aa
BodyInter Tight
Voice
HeritageConsideredWarm
The brand tone, distilled into three words the team can hold to.
08 Keep reading
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