Brand identity & positioning
Woven Roots
A heritage-modern womenswear brand reframing Bangladeshi craft for a global wardrobe.
- Type
- Brand concept · solo
- Discipline
- Brand strategy
- Audience
- Diaspora + European quiet-luxury
Project file
The deck, slide by slide.
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09 / 09Overview
Woven Roots is a brand concept I authored: heirloom Bangladeshi textiles and silhouettes translated for a contemporary, internationally-mobile customer. The work sits at the brand-identity layer — positioning, audience, visual language — before the first stitch.
Context
South Asian craft is too often flattened into 'occasion wear' on the global market. Woven Roots refuses that frame and treats Jamdani, hand-block and embroidered pieces as everyday luxury, not costume.
Approach
- 01
Authored a positioning statement, tone-of-voice and audience persona built around the South-Asian diaspora and Europe's quiet-luxury buyer.
- 02
Defined a tight product universe — drapes, separates, considered evening — that lets craft lead and silhouette stay restrained.
- 03
Mapped competitor whitespace against existing South-Asian and European heritage brands.
- 04
Sketched visual identity: typography, palette, art direction notes.
Outcome
→ A complete brand dossier: positioning, visual identity and audience strategy, taken to the point where a first capsule could be briefed.
Next project
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