A logo and social media for a premium saree label

We designed the logo for Aadai, a premium label for silk sarees, and ran its social media from its first posts.

A quiet, confident name that sits on the saree without competing with it.

The situation

Aadai sells silk sarees at the luxury end, the kind people buy for the moments they will remember. It needed a name people could recognise at a glance, and a feed that felt as rich and unhurried as the sarees themselves.

What we did

We drew a lowercase serif wordmark with soft, calligraphic strokes and a small four-point star over the i, set above the line "Luxury Ensemble". It works in white over a photograph, and in the warm tan of the brand on a cream ground. On social media we let the sarees lead. The posts sit on deep, saturated photographs, the logo stays small at the foot of each one, and collections such as Royâ, "a dreamy union of opulence, culture and art", get their own short run of posts and stories.

What changed

Aadai started out with a mark that already looked established, and a feed that let people see the weave, the zari and the drape before they read a word.