The Jodi life is an Indian based label born out of love for craft, travel, fashion and culture. Their brand ethos is to cultivate local crafts techniques  and create a strong platform for artisans and traditional artistic methods to thrive on. Every few months they introduce a capsule collection which brings to you a splash of colour, strong emphasis on prints and a captivating story.

THE JODI LIFE
To create an experience inspired by travels to Bhutan, for the launch of the spring/summer collection.

The Bhutan Collection :

Inspired by their travels to the picturesque Kingdom of Bhutan, the founders of The Jodi Life were inspired by the colours, prints and silhouettes from this beautiful country landlocked in the Eastern Himalayas. 

I began illustrating the classic Jodi girls in these easy, flowing dresses and bold, colourful prints. This idea of Jodi girls in Bhutan gave rise to the communication for the launch of this collection.

IDEATION, CONCEPTUALISATION
ILLUSTRATION, COLLATERAL DESIGN, WEB COMMUNICATION

ROLE
Head Designer

2018

The word jodi means pairs in Hindi and two girls sitting against a scenic backdrop wearing pieces from the Bhutan collection was the most apt visualisation of this collection.