Identity for new couture and mainline fashion label from Southern India, with a European design team and an Indian creative director. The collections are Western, but heavily influenced by Indian culture and tradition, and the identity needed to reflect this duality. The diamond shape of the Indian continent, and of the Deccan plateau become a prism throughout the identity. The shape is never printed, (as it is a way of seeing through things) but still appears in all applications – In the letterforms of the logotype, as die-cuts on swing tickets and bags, and as image holders for press and online. Classic Mughal core colours of white stone, earth and gold are accented with Indian colours in ribbons and box linings.