ABOUT

The Indus Pride brief required a strong association to ‘Indian Sensibilities’. All elements of the label have drawn inspiration from elements steeped in Indian culture and heritage and reinterpreted with a modern twist.. The Design ethos revolves around creating an ‘ownable signature ’ by reinterpreting a powerful symbol of royal India ‘the elephant ’ and making it relevant for today. The Indus Pride elephant is a modern day illustration of the royal Indian war elephant. The patterning on the armoury of the elephant is again inspired by traditional inlay patterns found in Mughal art and architecture. The outer shape of the label, a dome shaped structure with a window is an unmistakably prominent element from ancient Indian architecture.