Brief
Ahimsa Silk produces luxurious, natural hand-spun silks endorsed by the Dalai Lama, and had built a reputation for their exquisite weaves and rich textures which are created through non-violent and eco-friendly production processes. Since the company’s inception, it had placed a significant emphasis on the environmentally friendly aspects of their products and the image the brand projected clearly reflected this philosophy. They decided that they wanted to change the direction of their business and bring the focus back to the beauty of their silks, playing down the strong environmental message. What they needed was a creative agency that could take them from an NGO look and feel to a high-end, luxury silk brand.

Solution
Fluid created a branding package that included brochures, a new logo, stationery, and a completely new and contemporary website. The new design has dramatically transformed the image from bland and earthy to a sleek and sophisticated brand that would sit fittingly amongst other haute couture labels. At the same time, the eco-friendly message has not been lost and is more subtly expressed in the fresh, new look. Fluid gave a complete overhaul to the website and decided to highlight stunning photographs which they composed and art directed themselves to brilliantly showcase the fine weaves and rich colours of the silks. The result of the campaign and new brand image has enabled the company to market their products in a league on par with upscale, high-fashion players and has dramatically boosted the company’s revenues as a result.

Value-Added
When the client first approached Fluid, they had no intention to make any big changes to their brand image and only requested an advert design. However, after seeing the result of the breathtaking photographs that Fluid created, which embodied the concept of ‘living fabrics’, the client decided to give Fluid free reign to completely makeover their brand image. Fluid also advised the client to change their company name from ‘Ahimsa Peace Silk’ to ‘Ahimsa Silk’ to reduce the down-to-earth connotation of the brand. Fluid also recommended interior design firms and provided leads to the client.