Besides looking into the business side of things for Sabyasachi (Click to follow link), there was another, rather crucial area of my inclusion -Art Direction for the brand Sabyasachi.
Important Note: All work displayed below is a property of Sabyasachi Couture, showcased here only for portfolio purpose. 
This information is strictly non derivative. Not for public sharing. Not for commercial use.
The Sabyasachi brand is more than 20 years old, yet the brand recognition has seemingly only built over the last decade. 

Sure, the Sabyasachi name -the name of the ace couturier, has been around since his early days of Lakme fashion week & through some of his favourite muses like Bipasha Basu and Rani Mukherjee; But people didn't recognise the brand as much as the person. 

For example, few would recollect his initial brand representations (which looked like this): 
(Note: The generic journalistic typing of the name 'Sabyasachi' as is, wouldn't count in this example as that is not branding or logo.)

The following branding, on the other hand, is vastly recognisable to the masses:
This logo along with the entire rebranding was developed and implemented in 2014 by a core team of four designers, directed by yours truly as per the brief of Mr. Sabyasachi Mukherjee. 

The idea to rebrand the brand Sabyasachi was discussed in February 2014 between myself and Mr. Mukherjee, a week after my joining the organisation. 

Needless to say, the sincerity and passion that has been shown by Mr. Mukherjee and the organisation in promotion & positioning the branding both in advertisements as well as in products is what has cemented its place in the minds of the masses. 
Today Sabyasachi is one of the most recognised brand in the Indian luxury market and stands toe-to-toe with some of the most influential western brands. 

It's branding is recognised by the likes of Bergdorf Goodman, Saks 5th Avenue and Mr. Christian Louboutin himself. 

Direction & Story Telling
For a luxury brand to fulfil its ontological function (recreating the social distance, the gap) it is necessary for it to be known beyond its real clientele: it must radiate as a symbol of superior taste, in the literal and figurative sense. This is a key difference from the traditional brand, which is concentrated on its real target, that of the potential purchasers, only. The luxury brand is a social indicator, it recreates distance. In order to do so, the hierarchic nature of the brand must also be known beyond its pure clientele. 
The goal of Rolex’s advertising is not to sell Rolexes, but to make those who have the means to buy a Rolex happy that others, who do not have the means to do so, know what Rolex means… 

KAPFERER, J.N.,V. BASTIEN. 2012. The Luxury Strategy –Break the rules of Marketing to build luxury brands. 2nd ed. Great Britan: Kogan Page, p. 143. 
Directed and supervised final cuts of Videos that tell the narrative of the Brand Ethos & Craftsmanship. Some of them are shared below: 
Sabyasachi's first 'Making Of' video (^ Directed & Featured in).
(^ Directed the final cut & Featured in).
Pre-shoot location scouting & framing for ace photographers like Tarun Khiwal & Tarun Biswa's campaign shoots for Sabyasachi.
Frame (Above) shot by myself a day prior to the shoot. Two more examples above, Many more such examples not posted here.; 
Final Campaign images (Below) shot for Sabyasachi by ace photographer Mr. Tarun Khiwal. 

And finally, the art direction of moods:
In action behind the scenes. 
Important Note: All work displayed above is a property of Sabyasachi Couture, showcased here only for portfolio purpose. 
This information is strictly non derivative. Not for public sharing. Not for commercial use.
Back to Top