The brand has its roots in Jaipur and its very artisanal forms of hand printing with wood carved blocks and arranging them in patterns. The magic of this process lies in the hands, because everything from the dying, wood carving, to mixing pigments and finally laying the fabric for printing is a manual process that has been refined over decades by generations of craftsmen.

When the brief is so focussed on the process and the origin, we had to be careful with the rendering of the identity. It couldn’t be overt, yet it had to echo its origins and process. The form is derived from the square of wood block and the intricate flowers are borrowed from the vast majority of block print styles which are luxuriant with flora and dainty forms. At the central essence, we have placed the cinnamon.

The colours are muted and yet warm which resounds mostly with the types of fabrics and material used. The overall form comes into being with being easy on the eyes and lack of embellishment. The form is also flexible in terms of its scalability and applicability into embroidery or repetition in terms of communication styles.