A Mumbai-based export house wanted to get into the local retail apparel market with a line of clothing targeted towards an upper-middle class T.G. that was fashion conscious, and preferred their ethnic wear to be subtle and understated. To achieve this, Priyadarshini Rao, a prominent fashion designer was roped in as the main designer and Tree was hired as the communication partner.
‘Sepia’, was chosen as the brand name as it signified nostalgia and classiness from days gone by as it perfectly matched the design philosophy behind the line of clothing.
The print campaign was conceptualized to connect and appeal to this T.G.