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Sid Arora

Brief Overview - Mynah

Brand Identity - Graphic Design - Production

The project involved creating a brand identity for a new jewelry line by Giroti Jewelers. The challenge was to encapsulate the brand's essence, which is inspired by the concept of maternal love and rooted in traditional values while presenting a modern and elegant identity that would resonate in an e-commerce setting.

Project Title: Mynah, A Tale of Love

Client: Mynah by Giroti Jewelers

Industry: Jewelry and Fashion

Project Role: Brand Identity Designer / Art Director


The main objective was to establish Mynah as a distinctive e-commerce brand specializing in silver jewelry, with an emphasis on love as the core brand value.

Target Audience

The target audience for Mynah includes young to middle-aged women who appreciate jewelry that holds emotional significance and conveys a sense of love and care.

Scope of Work:

  • Brand Naming & Logo Design: Crafting a logo that visually represents the brand’s focus on love and maternal bonds.

  • Colour Palette Development: Selecting a color scheme that reflects elegance and purity, suitable for a jewelry brand with a focus on silver pieces.

  • Typography Selection: Choosing typefaces that convey sophistication and are readable across digital platforms.

  • Packaging Conceptualization: Designing jewelry boxes that customers would treasure, enhancing the unboxing experience.

  • Collateral Creation: Producing business cards, letterheads, and promotional materials that maintain brand consistency.

  • Art Direction for Photography: Establishing guidelines for product photography that highlights the craftsmanship of the jewelry. 

Creative Vision

The art direction for Mynah was centred around the theme of 'Love Encapsulated'. The aim was to convey the depth of maternal affection and the timeless elegance of Mynah's jewelry pieces. The brand sought to exude sophistication while also invoking a sense of warmth and intimacy that resonates with the concept of a mother's love.

Design Elements:

  • Logo: The Mynah logo, featuring a stylized heart integrating with the brand name, symbolizes the brand’s core value of love. The fluidity in the typography suggests sophistication and a personal touch, reminiscent of a signature.

  • Colour Palette: A monochromatic scheme was chosen to mirror the luster of silver, the primary material of Mynah's jewelry. This was complemented by soft whites and deep blacks to create contrast and ensure that the jewelry remains the focal point.

  • Typography: The use of elegant, modern sans-serif fonts offers a clean, contemporary feel, while ensuring legibility across digital and print mediums. It strikes a balance between modernity and the traditional values the brand embodies.

  • Photography: Product photography was directed to utilize close-up shots that capture the intricate details of the jewelry, using a shallow depth of field to focus on the pieces while evoking an intimate, personal feel.

Packaging and Presentation:

  • The jewelry boxes were designed to be as precious as the items inside, with a clean, minimalist aesthetic. The logo placement and the box design were considered to create a memorable unboxing experience that customers would cherish.


Brand Collateral:

  • Business cards and promotional materials echo the brand’s elegant aesthetic. The inclusion of a QR code bridges the tactile experience with the digital world, facilitating easy access to the brand's online presence.


Consistency Across Mediums:

  • The art direction was meticulously applied across all brand touchpoints to create a consistent narrative. From the logo to the packaging, each element was harmonious with the overarching theme of love and elegance.

Art Direction in Application:

  • The portfolio showcases how the art direction was brought to life. It includes images of the branding materials, packaging, and photography, each annotated to explain how the art direction influenced the design choices.

Design Process:

  1. Conceptualization: Began with the creation of mood boards to explore different visual directions that embody love and connection.

  2. Logo Development: Iterative design process focuses on the symbol of a heart, which morphs into the word ‘mynah’.

  3. Brand Collateral Design: Expanded the visual identity of business cards and stationery with QR code integration for a seamless online experience.

  4. Packaging Design: Developed packaging solutions with the brand motif, ensuring an attractive presentation that aligns with the premium product quality.

  5. Brand Style Guide: Compiled a comprehensive guide detailing the use of the logo, colour palette, typography, and photographic style to ensure consistency across all brand touchpoints.


  • Finalized logo and visual motifs

  • Brand color palette and typography guidelines

  • Packaging design templates for various product types

  • Complete set of business collateral

  • Photography style guide

  • Digital mockups of the branding applied across various media

Brand Story

Mynah is not just a brand; it's a tribute to the unspoken bond that resonates in the silence of a mother's gaze, the warmth of her embrace, and the stories etched in her silver-lined wrinkles. Inspired by the Arabic word that personifies a mother's love, Mynah by Giroti Jewelers is a silver whisper from the soul, crafted in the busy lanes of Patel Nagar, New Delhi.

This jewelry line was conceived in the quiet corners of a quaint workshop, where skilled artisans breathe life into silver, transforming it into pieces that speak the language of love. Each Mynah piece is more than an accessory; it's a carrier of messages, a keeper of secrets, and a reminder of the eternal love that binds us. With every polished surface and every delicate curve, Mynah aims to adorn not just the body but the stories of affection that we carry within us. It's a celebration of the most profound human connection, manifesting in the sparkle of silver—a symbol of purity, resilience, and timeless beauty.


The branding for Mynah has been well-received, with an increase in brand recognition and customer engagement. The thoughtful packaging has particularly resonated with customers, enhancing the overall brand experience and supporting Mynah's position in the market as a purveyor of meaningful jewelry.


This project showcased the power of storytelling through design, with each element crafted to reflect the brand’s narrative and values. The success of the Mynah brand identity illustrates how a well-considered and executed design can create an emotional connection with its audience.

Portfolio Presentation

The portfolio includes process sketches, development stages of the logo, final designs, photographic style examples, and mockups of the brand applied to various materials to give a comprehensive view of the project from concept to completion.

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