Rebranding a trusted silver shop into Indira, a modern jewellery house

A new name, identity, packaging and website for a silver shop on Broadway in Kochi, moving into fine silver and lab-grown diamonds.

The same trusted shop, with a brand a younger buyer is happy to be seen carrying.

The situation

Indira Jewels had spent years earning trust as a silver shop, part of the A. Geeripai Jewellery family on Broadway. It was moving into fine silver and certified lab-grown diamonds, for a younger buyer shopping for everyday wear and for gifts. The old look was red and gold, busy and traditional, like most jewellers in Kerala. The new brand had to feel modern and quiet without throwing away the goodwill the shop had built, at a time when trust in lab-grown diamonds is still growing.

What we did

We kept the name and made it shorter. Indira is Sanskrit for beauty and splendour, and one of the names of Lakshmi. Dropping "Jewel" and "Silver Shopee" left one word that already carries what a jewellery brand wants to own, with every year of goodwill intact. The symbol is a four-point star drawn in one unbroken line: a flower, a gem and a point of light. It comes from the churning of the ocean, where Lakshmi, the moon and the Kaustubha gem rose together. The moon rules silver, and a gem made through pressure is the oldest argument there is for a lab-grown diamond. Walnut, cream and brass replace red and gold, with DM Sans as the only typeface. From there we designed the packaging, stationery, gifting cards, the shop front, the launch carousel and a website that opens before the online store does, so customers can ask for early access.

What changed

Indira now has one quiet, recognisable identity across the shop, the box, the card and the screen, and a story customers can repeat. A heritage line, "From A. Geeripai Jewellery", carries the old trust across while people get to know the new name.