Project overview
Bridging legacy and transformation through a signature-driven brand redesign that resonates with modern elegance.
The challenges that it brought:
- Name change from Khushboo Lakhi to Deeta posed a risk to established brand recognition.
- Over 10 years of brand equity and reputation were at stake.
- Clients experienced confusion in connecting the new name with the designer’s legacy.
- A strategic rebrand was needed to preserve heritage while introducing the new identity.
- The challenge was to ensure continuity without losing the brand’s emotional and aesthetic value.
How Nine Degree addressed it
1. Signature-Driven Identity:
To ensure seamless recall, Deeta’s new logo was crafted as a signature-style font, symbolizing her distinctive, personal touch in jewelry design. The approach leveraged her established thumb-imprint logo, upgrading it into a sophisticated, minimalist signature mark.
2. Premium Brand Collaterals:
The rebrand extended into all customer touchpoints:
- Stationery & Packaging: Rose-gold accents inspired by her jewelry became central to the branding, with elegant pink hues representing femininity and organic artistry.
- Jewelry Bags and Boxes: Custom designs enhanced the customer unboxing experience.
- Booth Design: Visually aligned displays for international jewelry shows emphasized her signature design aesthetic.
3. Narrative-Driven Messaging
Clear, cohesive messaging was crafted to introduce the new identity:
"From the cult of Khushboo Lakhi to the refinement of Deeta, the artistry continues."
This bridged her legacy and new beginnings, ensuring clients recognized her established expertise under the new name.
Impact
1. Immediate Brand Recognition
Within her first participation under Deeta’s identity, clients quickly connected the new brand with her legacy, erasing confusion.
2. Premium Perception
The rebranded materials elevated Deeta’s position in the market, reinforcing her appeal among high-value customers.
3. Seamless Transition
The revamped identity resonated well with existing clientele and attracted new interest, especially in her core markets like New York.
