1 October 2022

Aadya - Branding Rooted in Tradition

Scope of Work

Aadya Collective is a brand deeply rooted in the rich heritage of handloom sarees, celebrating traditional craftsmanship while embracing a contemporary retail experience. As Aadya prepared to open its first store in Banjara Hills, Hyderabad, they partnered with NOW media to create a refreshed identity that would connect their legacy with a wider audience.

Logo & Visual Identity

The new Aadya logo reflects the elegance and intricacy of handloom sarees, blending tradition with a refined, modern aesthetic. The chosen color palette draws from the richness of natural dyes and woven fabrics — evoking warmth, authenticity, and a strong connection to heritage.

Storytelling & Brand Narrative

A key part of the rebranding was crafting a narrative that celebrates Aadya’s commitment to preserving traditional weaves and empowering artisans. This storytelling approach became central to the brand’s identity, allowing customers to connect with the craftsmanship behind each saree.

In-Store Branding & Packaging

We extended this identity into the store’s visual experience — designing tags, gift boxes, and in-store elements that reflect the brand’s values. Each detail was thoughtfully designed to immerse customers in Aadya’s world of handloom sarees, creating a sense of authenticity and care.

Website & Visual Content

The website was developed to be more than just an e-commerce platform — it serves as a digital showcase of Aadya’s journey, the artisans they work with, and the intricate craftsmanship behind each weave. To bring this to life, we also conducted a saree photo shoot, capturing the texture, color, and beauty of their handloom collections.

Lead Generation & Awareness Campaigns

To promote the new store and reach a wider audience, we launched targeted lead generation campaigns, designed to drive engagement and create awareness about Aadya’s dedication to traditional craftsmanship.

Outcome

Through thoughtful design, storytelling, and strategy, Aadya’s new identity bridges the past with the present — celebrating India’s rich handloom heritage while inviting new audiences to experience the craft in a fresh, modern way.