BySimran
BySimran is a Desi jewellery brand based in New York, creating South Asian-inspired pieces that merge traditional charm with contemporary elegance. Designed for everyday wear, each piece celebrates heritage with a modern twist, allowing wearers to carry a sense of home wherever they go.
Our rebranding approach reflected this harmony of culture and modernity. The logo, with its refined curves, conveyed sophistication, while delicate floral elements paid homage to South Asian artistry. The packaging was kept minimal, with clean elements that echoed the brand’s understated elegance. The goal was to design an identity that was relevant for today’s global audience.
Client
BySimran
Category
Desi Jewellery Brand
Branding, Visual Identity, Packaging
WEBSITE
Our Take on the Packaging
For a brand that was focused on bringing a piece of south asian artistry to the west, we knew we had to design something that felt rooted, and effortlessly modern. A gentle colour palette of pink saffron, coral, and ivory reflected femininity and grace, while the refined logo added a sense of sophistication. Meanwhile, the embossed floral and leaf motifs added depth and character to the packaging. Every detail, from tactile finishes to visual aesthetics, was curated to create a memorable brand experience that bridges tradition and modern elegance.
Discover
We began by immersing ourselves in BySimran’s vision, exploring the intricacies of South Asian craftsmanship and traditional jewellery-making techniques. This also involved understanding the stories and cultural narratives that shape the brand’s heritage. Equally important was identifying the preferences of a modern, global audience and how these cultural elements could be reimagined for contemporary, everyday wear. These insights helped define a brand identity that honours tradition while staying relevant to modern lifestyles.
Define
From our research, we established the brand’s core values: timelessness, elegance, and cultural pride. These values shaped BySimran’s visual identity, from the selection of colours to the overall aesthetic. Every element was chosen for its versatility, ensuring the brand resonates with a global audience that values cultural roots while seeking contemporary, wearable designs. The result is an identity that feels authentic and adaptable, offering a sense of belonging while standing out in a modern context.
Design
Bringing the brand to life meant ensuring every element aligned with its core story. The colour palette introduced softness and approachability, while floral motifs added richness and cultural depth. Packaging was designed with tactile finishes, embossing, and thoughtful layering to create an immersive unboxing experience. We also ensured the brand translated cohesively across touchpoints, from digital platforms to physical packaging, enhancing consistency while elevating the overall aesthetic.
Social Media & Emailer Templates
To maintain a consistent and polished presence, we designed versatile social media and emailer templates. These templates seamlessly integrate BySimran’s typography, patterns, and colour palette, ensuring each post and communication reflects the brand’s identity. Adaptable for product features, storytelling, and announcements, they offer a cohesive and engaging framework, making it easier to maintain consistency across digital platforms.
Brand Patterns
Patterns are central to BySimran’s visual identity. We designed motifs ranging from soft floral and leaf patterns to subtle sparkle elements. These patterns can be flexibly used across packaging, social media, and marketing materials, building a strong and recognisable visual language. Rooted in South Asian artistry, they add authenticity while enhancing the brand’s refined, modern aesthetic.
Strategy & Creative Direction: Shriya Seshadri
Senior Graphic Designer: Esha Waghdhare