Gauri Abhay Kulkarni
Nirgi
How can the essence of Maharashtrian culture be expressed through the rebranding of Nirgi?
DeliverablesBrand Identity, Packaging, Website, Brand Activation
Project typeAcademic Project, Client project
RoleBrand & UI Designer
Team size1
Duration2 months
Tools used Adobe Illustrator, Adobe Photoshop, Figma
A rebranding project for Nirgi, an Indian brand that creates handcrafted brass artefacts rooted in Maharashtrian culture (from the western state of India called Maharashtra). The aim was to reflect the brand’s rich cultural identity and reconnect with younger generations.
Why
While Nirgi was created to preserve and promote cultural roots, its original branding didn’t express this clearly. The rebrand was essential to celebrate the Maharashtrian heritage, make sure the brand’s identity reflected its rich cultural roots and purpose and reconnect younger generations with their roots.
How
The rebrand focused on going back to the roots of the Maharashtrian culture and drawing visual inspiration from it to express Nirgi’s rich heritage.
The logo was inspired by the face of Lord Ganesha, a widely worshipped deity in the region, symbolising wisdom and tradition. The packaging drew from the elegant peacock motifs found on the traditional Paithani saree, an iconic symbol of the state’s craftsmanship, elegance, beauty and grandeur.
The campaign, titled “Stories from the Land of Dadis and Nanis,” (Stories from the land of paternal and maternal grandmothers) aimed to bridge this gap between modern life and timeless traditions.
The campaign poster featured a Nirgi product paired with a quote from a grandmother to her grandchild, sharing the cultural significance behind the artefact.
More work