Ruh is a conceptual women designer clothing brand. The identity reinterprets Indian heritage and feminine spirit through a bold contemporary visual language.
The process began with understanding what the brand truly meant and not just linguistically, but emotionally. The wings of spirit mark was built on three parallel chevrons converging at a single point like a fabric weaved together, with a rotated square sitting above as an abstract bindi. The color system draws from a palette of vermillion red echoing the bindi's cultural weight, and rose gold bridging the two with warmth. Rooted in Indian culture, built for the contemporary woman.