Crafting a luxury brand from the ground up, Pashm
Crafting a luxury brand from the ground up, Pashm
Crafting a luxury brand from the ground up, Pashm
Pashm is a luxury line of Kashmiri products like saffron, honey, dry fruits, coffee, all sourced from Kashmir and designed to feel like they come from there. The name comes from pashm, the raw fibre of the Pashmina goat. The brand carries that same weight: rare, place-specific, made with care. I joined as the solo designer to run the whole thing: brand strategy and positioning, visual identity, packaging across product lines, and the full e-commerce site.
Pashm is a luxury line of Kashmiri products like saffron, honey, dry fruits, coffee, all sourced from Kashmir and designed to feel like they come from there. The name comes from pashm, the raw fibre of the Pashmina goat. The brand carries that same weight: rare, place-specific, made with care. I joined as the solo designer to run the whole thing: brand strategy and positioning, visual identity, packaging across product lines, and the full e-commerce site.
Pashm is a luxury line of Kashmiri products like saffron, honey, dry fruits, coffee, all sourced from Kashmir and designed to feel like they come from there. The name comes from pashm, the raw fibre of the Pashmina goat. The brand carries that same weight: rare, place-specific, made with care. I joined as the solo designer to run the whole thing: brand strategy and positioning, visual identity, packaging across product lines, and the full e-commerce site.
Services
Services
Services
Brand, Packaging, UI/UX
Brand, Packaging, UI/UX
Brand, Packaging, UI/UX
The brief
The brief
The brief
Kashmir already has craft and pedigree that most luxury brands try for decades to fake. The job was showing prestige without falling back on the usual luxury cues like black and gold or a generic clean sans.
Because these are real, physical products sold online, every design choice had to work on both surfaces. Labels needed to read on a jar and on a phone. UI choices had to feel worthy of what’s inside the packaging. That physical-meets-digital constraint drove every decision.
Kashmir already has craft and pedigree that most luxury brands try for decades to fake. The job was showing prestige without falling back on the usual luxury cues like black and gold or a generic clean sans.
Because these are real, physical products sold online, every design choice had to work on both surfaces. Labels needed to read on a jar and on a phone. UI choices had to feel worthy of what’s inside the packaging. That physical-meets-digital constraint drove every decision.
Kashmir already has craft and pedigree that most luxury brands try for decades to fake. The job was showing prestige without falling back on the usual luxury cues like black and gold or a generic clean sans.
Because these are real, physical products sold online, every design choice had to work on both surfaces. Labels needed to read on a jar and on a phone. UI choices had to feel worthy of what’s inside the packaging. That physical-meets-digital constraint drove every decision.
Creative Direction
Creative Direction
Creative Direction
I asked one question: what does Kashmir look like as a luxury brand? Not the obvious answer. The real cues were Mughal geometry, Arabic calligraphic rhythm, block-print layering, and embroidered shawl weight. Those references informed structure, not decoration. The mandala, the letterforms, the pattern system all came from this board.
I asked one question: what does Kashmir look like as a luxury brand? Not the obvious answer. The real cues were Mughal geometry, Arabic calligraphic rhythm, block-print layering, and embroidered shawl weight. Those references informed structure, not decoration. The mandala, the letterforms, the pattern system all came from this board.
I asked one question: what does Kashmir look like as a luxury brand? Not the obvious answer. The real cues were Mughal geometry, Arabic calligraphic rhythm, block-print layering, and embroidered shawl weight. Those references informed structure, not decoration. The mandala, the letterforms, the pattern system all came from this board.
Brand identity
The logo
The symbol is a custom mandala made from Kashmiri floral and geometric motifs. It is drawn, not adapted. Every petal and concentric layer works as a single mark at any size, from a jar label to a tote bag.
The wordmark follows the same idea. The letterforms are hand-drawn, inspired by classical serif proportions with a subtle calligraphic motion that nods to craft. The descriptor "EXPERIENCE KASHMIR" runs beneath in restrained caps to balance the mark. The two elements share an optical axis, with fixed spacing and proportions.
Six variations exist for a reason. Pashm’s products sit on many surfaces: ivory paper labels, dark navy boxes, kraft totes, glass jars. Each variation is set for a specific surface and luminosity.
Brand identity
The logo
The symbol is a custom mandala made from Kashmiri floral and geometric motifs. It is drawn, not adapted. Every petal and concentric layer works as a single mark at any size, from a jar label to a tote bag.
The wordmark follows the same idea. The letterforms are hand-drawn, inspired by classical serif proportions with a subtle calligraphic motion that nods to craft. The descriptor "EXPERIENCE KASHMIR" runs beneath in restrained caps to balance the mark. The two elements share an optical axis, with fixed spacing and proportions.
Six variations exist for a reason. Pashm’s products sit on many surfaces: ivory paper labels, dark navy boxes, kraft totes, glass jars. Each variation is set for a specific surface and luminosity.
Brand identity
The logo
The symbol is a custom mandala made from Kashmiri floral and geometric motifs. It is drawn, not adapted. Every petal and concentric layer works as a single mark at any size, from a jar label to a tote bag.
The wordmark follows the same idea. The letterforms are hand-drawn, inspired by classical serif proportions with a subtle calligraphic motion that nods to craft. The descriptor "EXPERIENCE KASHMIR" runs beneath in restrained caps to balance the mark. The two elements share an optical axis, with fixed spacing and proportions.
Six variations exist for a reason. Pashm’s products sit on many surfaces: ivory paper labels, dark navy boxes, kraft totes, glass jars. Each variation is set for a specific surface and luminosity.
Color system
Color system
Color system
Palette choices were tested across print and screen. Because packaging is primary, every swatch includes CMYK alongside RGB. The palette had to work in both spaces before it was committed.
Palette choices were tested across print and screen. Because packaging is primary, every swatch includes CMYK alongside RGB. The palette had to work in both spaces before it was committed.
Palette choices were tested across print and screen. Because packaging is primary, every swatch includes CMYK alongside RGB. The palette had to work in both spaces before it was committed.
Typography
Headlines use Playfair Display for a heritage register. Avenir Next handles labels, product copy, and UI text where legibility matters. The contrast is intentional: expressive when it should be, precise when it must be.
Typography
Headlines use Playfair Display for a heritage register. Avenir Next handles labels, product copy, and UI text where legibility matters. The contrast is intentional: expressive when it should be, precise when it must be.
Typography
Headlines use Playfair Display for a heritage register. Avenir Next handles labels, product copy, and UI text where legibility matters. The contrast is intentional: expressive when it should be, precise when it must be.
Packaging
Packaging was designed before any screens. The rule was simple. If the product itself does not feel like the brand, the website is just a storefront. Packaging had to carry the brand in the real world. Two colorways guide the product system: light (ivory and navy) for clarity and freshness, and dark (midnight navy and gold) for richness and intensity. Coffee and saffron oil use the dark route. Honey and dry fruits use the light route.
Packaging
Packaging was designed before any screens. The rule was simple. If the product itself does not feel like the brand, the website is just a storefront. Packaging had to carry the brand in the real world. Two colorways guide the product system: light (ivory and navy) for clarity and freshness, and dark (midnight navy and gold) for richness and intensity. Coffee and saffron oil use the dark route. Honey and dry fruits use the light route.
Packaging
Packaging was designed before any screens. The rule was simple. If the product itself does not feel like the brand, the website is just a storefront. Packaging had to carry the brand in the real world. Two colorways guide the product system: light (ivory and navy) for clarity and freshness, and dark (midnight navy and gold) for richness and intensity. Coffee and saffron oil use the dark route. Honey and dry fruits use the light route.
The Website
Every page runs on ivory, not white. The dark navy footer with the mountain silhouette and Pashm mandala appears on every single page. The homepage has one job before conversion: prove this is not a generic store. Product pages are editorial in approach. Big imagery on the left, purchase details on the right, one clear CTA.
The Website
Every page runs on ivory, not white. The dark navy footer with the mountain silhouette and Pashm mandala appears on every single page. The homepage has one job before conversion: prove this is not a generic store. Product pages are editorial in approach. Big imagery on the left, purchase details on the right, one clear CTA.
The Website
Every page runs on ivory, not white. The dark navy footer with the mountain silhouette and Pashm mandala appears on every single page. The homepage has one job before conversion: prove this is not a generic store. Product pages are editorial in approach. Big imagery on the left, purchase details on the right, one clear CTA.
Other Projects:
Other Projects:
If you'd like to discuss a potential collaboration, reach out to me.
If you'd like to discuss a potential collaboration, reach out to me.
If you'd like to discuss a potential collaboration, reach out to me.