Approach
Ruk was derived from the word “Rukmani” which was the name of the founder’s grandmother’s fashion boutique in Bombay, India We created the brand identity drawing inspiration from the distinct features of the "Devnagri" type, which serves as a tribute to its heritage and the story behind its name. In a bold departure from conventional industry norms, the packaging embraces a sleek and contemporary design, deliberately avoiding the usual softer pastels. Instead, it introduces a striking color palette, directly influenced by the fragrances themselves.
( DRAG → )
Detail
The photography and art direction involved skillfully capturing the product in diverse and engaging everyday settings, bringing a dynamic visual narrative to life. This showcases the product and situates it in intriguing moods and ambience, carefully curated to evoke a sense of calm and downtime. Each image becomes a visual story, integrating Ruk into the fabric of everyday life while creating an alluring atmosphere that resonates with tranquillity.
