Dharki

LOGO + BRAND IDENTITY

I designed the Dharki logo as a visual embodiment of contrasts — bold yet graceful, rooted yet forward-looking. Inspired by the richness of South Asian heritage, I wanted the logo to feel like a bridge between old-world craftsmanship and the unapologetic clarity of contemporary luxury.

Its weight speaks with intention, while its form remains stripped down — almost meditative in its stillness. Every curve and counterspace was shaped to feel timeless, not trendy. It doesn’t scream; it holds presence.

For a brand that celebrates the spirit of the modern South Asian — powerful, poetic, and unmistakably now — the logo becomes a quiet signature, echoing the cultural depth and contemporary elegance Dharki stands for.  (www.dharki.com)

BRAND IDENTITY 

When designing the Dharki website, I wanted to create an experience that felt like stepping into a modern archive — where the clean, contemporary aesthetic meets the warmth of South Asian nostalgia.

The layout is deliberately minimal — letting the textiles, motifs, and details take centre stage. But layered within the simplicity are quiet nods to memory: subtle color choices drawn from old family heirlooms, typography that whispers of vintage signage, and gentle motions that feel like the unfolding of a saree.

It’s a space where tradition doesn’t compete with modernity — it complements it. Where luxury is not loud, but soulful. For me, the site had to feel like Dharki itself: rooted in history, but designed for the now. A scroll through the pages should feel like flipping through time — slow, intentional, and deeply personal.