A 75 year old, leading saree brand, that needed its brand identity redone. We worked on visually expressing their 5 core values: Understated, Sophisticated, Timeless, Refined and Variety. In the identity, used elegant script to convey "timeless sophistication". The script was adjusted to make it a bespoke font for Uttams. The subtext, "Since 1939" is rendered in an Art Deco typeface, Neutraface. Art Deco is the era when Uttams was established. The "understated refinement" comes from the colors and the "variety" comes from the designs and colors that change in the identity. Below are the logo and application to the bag and signage.