Payal Khandwala

Payal Khandwala is a luxury brand that redefines traditional Indian garment-making into high-quality, modern styles.

To strengthen brand appeal in global markets centered on America, we refreshed the brand message and developed a new visual style to unify the brand image.

How does the brand interpret tradition? What aesthetic philosophy does it embrace? Through meticulous research and interviews, we carefully unraveled each element and established comprehensive guidelines. These function as a complete system that reaches every corner of the brand — from websites and social media to various printed materials and tools.