Rentiyo (Gujarati : રેંટિયો, English : Spinning Wheel)
Rentiyo is a hand-spun, fashion reclaiming, artisans network. They believe in Khadi as an absolute magical material which can be designed and reinvented for comfort and style for the younger generation. Rentiyo is an e-commerce platform that provides its customers with relaxed, comfortable, subtle clothing and accessories that are unique and connected to the Indian culture. It celebrates the spirit of the Indian artisans and the community.
Founder : Ashwini Pable
Art Direction : Darshan Gandhi, Head of Design - Godrej, India
CHALLENGE :
To create a consistent brand experience that promotes 'Khadi' fabric.
APPROACH :
The entire branding approach is inspired by the artisans itself. Since the brand focuses on handcrafted products by the network of these artisans, the motif of hands is prominently used. The logo and the entire branding is based on an earthy Indian traditional handcrafted look and feel. The colors are subtle yet they add a high end earthily feeling to the entire brand. Overall the branding aims to achieve a classy, minimal, soothing and an earthy look.
TARGET AUDIENCE :
Youth
MOOD BOARD
100% natural, ethically sourced, reclamation of khadi, empowering weavers.
MOTIFS
The motif style is inspired by the hand movements while spinning the wheel. The look feels natural, sustainable, yet clean. The entire motif selection aims at creating a visual feel thats is more approachable, more human without any sharp corners.
COLOR PALETTE
rentiyo is no different to riding the wave of sustainability and make it its central pursuit. On the other side, a primary color thats is commonly found in global culture both historical and contemporary - that sets the mood of the magical materia, that is 'khadi'.
TYPOGRAPHY
The typefaces chosen are distinctively a fusion of classic and modern.
ICONOGRAPHY
Fabric for environment. Fabric for comfort. Fabric for empowerment.
© 2020 Diksha Godse