I was commissioned by AJIO, Reliance Retail’s digital fashion and lifestyle brand, to conceptualise, brand and design their upcoming luxury venture that will focus on international high fashion labels.
Several potential names for the new line were explored and suggested until it was narrowed down to three of the strongest options, Luxe being the front-runner. I designed the moodboard, art direction and overall look and feel of the new brand extension, the identity and landing pages.
