Indru - Fashion Jewellery

Indru is a contemporary fashion jewellery brand whose name translates to “today” in Tamil. The brand celebrates the beauty of everyday moments, offering jewellery that blends modern elegance with traditional roots. Designed to be versatile and timeless, Indru’s pieces are meant to be worn daily - adding a touch of sparkle to any occasion.

01. The Challenge

In a highly competitive jewellery market, Indru needed a brand identity and packaging system that would instantly stand out while staying true to its ethos. The challenge was to create a design language that conveyed both modern sophistication and traditional heritage, reflecting the brand’s positioning as jewellery for every day, yet premium in its appeal.

02. The Solution

We crafted a thoughtful identity system that balanced heritage with modernity:

• Visual Motif: A flower rendered in a subtle golden hue was chosen as the key symbol that is simple, elegant, and timeless. It captures beauty in its purest form while evoking a sense of refinement.

• Wordmark: The name ‘Indru’ was designed in a custom sans serif font, merging minimal modern lines with subtle traditional undertones. This duality communicates the brand’s ethos of bridging the old with the new.

• Packaging Identity: Minimal and premium, with clean layouts and subtle gold accents, the packaging reinforces the brand’s aspirational yet approachable positioning.

03. The Result

The new identity gave Indru a distinctive and memorable presence in the fashion jewellery space. The golden flower symbol became a visual hook that resonates across touchpoints, while the wordmark grounds the brand in both tradition and modernity. Together, they created a premium yet approachable aesthetic that mirrors Indru’s promise: jewellery that feels special, every day.