Handmadebyrachi - Re-branding for existing brand
Timeline
Feb - Mar 2024
Rules
2006
Industry
E-commerce
Revenue
$1.578 billion (2019)
Company size
5,000+
Challenge
As a designer and business student, this project gave me the opportunity to re-design a small business jewelry shop, HandmadebyRachi. My teammate and I engaged in thoughtful discussions about the shop's core values, creative process, and branding.
Results
From this project, I learned how to effectively collaborate on branding and design, aligning visual elements like logos and color schemes with a business's values and target audience. I also gained experience in understanding user needs, enhancing marketing strategies, and creating cohesive visual identities that resonate with customers.
Timeline
Feb - Mar 2024
Rules
Product designer
Skills
Mockup
Critical Thinking
Concepting
Tools
Figma
Illustrator
Photoshop
Procreate
Overview
As a designer and business student, this project gave me the opportunity to re-design a small business jewelry shop, HandmadebyRachi. My teammate and I engaged in thoughtful discussions about the shop's core values, creative process, and branding.
What I Learn
From this project, I learned how to effectively collaborate on branding and design, aligning visual elements like logos and color schemes with a business's values and target audience. I also gained experience in understanding user needs, enhancing marketing strategies, and creating cohesive visual identities that resonate with customers.
Who is Handmadebyrachi?
Handmadebyrachi is a boutique jewelry brand specializing in handcrafted necklaces, bracelets, earrings, and rings. Established in 2020 in Dubai as an online venture, it has since blossomed into a global presence, with operations extending to India and Canada. Beyond the digital realm, Handmadebyrachi also graces in-person market stalls, bringing its artisanal creations closer to jewelry enthusiasts worldwide.
Branding Story
Handmadebyrachi is a boutique jewelry brand specializing in handcrafted necklaces, bracelets, earrings, and rings. Established in 2020 in Dubai as an online venture, it has since blossomed into a global presence, with operations extending to India and Canada. Beyond the digital realm, Handmadebyrachi also graces in-person market stalls, bringing its artisanal creations closer to jewelry enthusiasts worldwide.
Researh
Competitor Analysis
Dubai
Language: Uses gen-z terminology, very simple and straightforward
Colour: Uses aura colours and ombre effect
Common Traits: use sparkles in logo and warm colours
Dubai
Language: Uses gen-z terminology, very simple and straightforward
Colour: Uses aura colours and ombre effect
Common Traits: use sparkles in logo and warm colours
Dubai & Canada
Language: Uses gen-z terminology and marketing, as well as business formal
Colour: brown, beige tones & dusty pink
Common traits: use sparkles in logo and warm colours
Dubai & Canada
Language: Uses gen-z terminology and marketing, as well as business formal
Colour: brown, beige tones & dusty pink
Common traits: use sparkles in logo and warm colours
Canada
Perfect your chosen concept with easy-to-use AI tools.
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Canada
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Dubai
Language: Uses gen-z terminology, very simple and straightforward
Colour: Uses aura colours and ombre effect
Common Traits: use sparkles in logo and warm colours
Dubai & Canada
Language: Uses gen-z terminology and marketing, as well as business formal
Colour: brown, beige tones & dusty pink
Common traits: use sparkles in logo and warm colours
Canada
Language: Uses business formal and mellenial terminology
Colour: shades of pink and white
Common traits: use sparkles in logo and warm colours
Identity
Analyzing Handmadebyrachi's look
As the business leverages Instagram and TikTok as primary marketing platforms, its target audience primarily encompasses individuals aged 13 to 25 years old. However, given TikTok's recent expansion into older demographics, there's an opportunity to extend the business's marketing efforts towards this demographic as well.
Identity
Analyzing Handmadebyrachi's look
As the business leverages Instagram and TikTok as primary marketing platforms, its target audience primarily encompasses individuals aged 13 to 25 years old. However, given TikTok's recent expansion into older demographics, there's an opportunity to extend the business's marketing efforts towards this demographic as well.
Professionalism is undermined by inconsistencies in its colour scheme.
Business Style
Professionalism is undermined by inconsistencies in its colour scheme.
Business Style
The brand's elegant visual identity appeals to millennials but lacks alignment with Gen Z's preference for street-style, grunge, or softer visuals, reducing its appeal.
Product Image
The brand's elegant visual identity appeals to millennials but lacks alignment with Gen Z's preference for street-style, grunge, or softer visuals, reducing its appeal.
Product Image
The brand's visual representation lacks consistency, however its messaging is effectively conveyed through its language.
Message
The brand's visual representation lacks consistency, however its messaging is effectively conveyed through its language.
Message
Design
Brand Identity
Brand Identity
Name Decision
Our final choice was Farasha. Originating in Dubai, the name means "butterfly" in Arabic, symbolizing freedom and transformation, reflecting the shop owner's vision. It has a feminine charm that is graceful yet not overly delicate, striking a balance between beauty and sophistication.
Brand Slogan
" Unleash Your Style "
Our target audiences that you can be any style or aesthetic you want by customising your jewellery to your taste. Now it's your turn to choose.
Brand Slogan
" Unleash Your Style "
Our target audiences that you can be any style or aesthetic you want by customising your jewellery to your taste. Now it's your turn to choose.
Brand Information
Colour Decision
The color palette of gold, white, and black was chosen to reflect elegance and sophistication. Gold symbolizes luxury and quality, white conveys simplicity and purity.
Typography
To show the elegant style in the jewelry shop, we think that using a thin but sharp style - Aviano Didone will convey the desired sense of elegance and exclusivity
Name Decision
Our final choice was Farasha. Originating in Dubai, the name means "butterfly" in Arabic, symbolizing freedom and transformation, reflecting the shop owner's vision. It has a feminine charm that is graceful yet not overly delicate, striking a balance between beauty and sophistication.
Brand Identity
Name Decision
Our final choice was Farasha. Originating in Dubai, the name means "butterfly" in Arabic, symbolizing freedom and transformation, reflecting the shop owner's vision. It has a feminine charm that is graceful yet not overly delicate, striking a balance between beauty and sophistication.
Name Decision
Our final choice was Farasha. Originating in Dubai, the name means "butterfly" in Arabic, symbolizing freedom and transformation, reflecting the shop owner's vision. It has a feminine charm that is graceful yet not overly delicate, striking a balance between beauty and sophistication.
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