I was a sari
2022
I was a sari
What we did:
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Branding
Market Research + Immersion
Brand Identity + Elements
Brand Guidelines
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Art Direction
In the Press
BRIEF
Rebranding ‘I was a Sari’ a sustainable fashion brand which is part of the Gucci Equilibirum Program
SOLUTION
I was a Sari had been producing couture for European audiences using upcycled saris. However, their brand communication was more aligned with the identity of an NGO, emphasizing their social initiatives. In our collaboration, we encouraged them to position themselves as catalysts of change, placing equal emphasis on fashion, people, and the planet as integral aspects of their brand. Our goal was to establish the first sustainable luxury brand that not only prioritized ecological sustainability but also delved into the social and cultural dimensions of sustainability while maintaining a strong fashion focus. Simultaneously, we aimed to spark a fashion movement centered around positive change and raise awareness about the urgent climate crisis.
We also aimed to shine a spotlight on the often-overlooked Indian artisans and ateliers, who, despite their invaluable contribution, often remain faceless in the fashion industry
FASHION which respects
PEOPLE and the PLANET
enabling PARTNERS to PROSPER
I was,
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Now I am
A brand of changemakers
The brand's I was now I am philosophy is born from its name. It celebrates the ability to change on three levels,
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A discarded sari transforming into our clothing
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The seamstresses at the organisation transforming their lives as career women
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Fashionistas making more sustainable lifestyle choices
The mnemonic represents that how recycling can bring more joy to the planet and its people.
It is our symbol of Change.
" Where most people see uneducated women, we see talented artisans
designing their future"
Stefano Funari, I was a sari founder
"Was an absolute delight ideating with Team Local - I particularly loved the immersion process, I feel it genuinely helped us in bringing out the unique essence of the Avas Brand"
Aditya Kilachand, Founder, Avas