Be careless in your dress if you must, but keep a tidy soul - Mark Twain.

Tussle designs handmade fusion wear targeted at millennial Indian women. Sneha approached me to help capture Tussle’s values into a contemporary logo.

To me, an Indian girl, Tussle’s clothing line brought back vivid childhood memories of helping my mother with the pleats of her sarees … while secretly, I awaited growing older and trying them on myself.

I decided to weave these memories into my design. I started by outlining five pleats from an Indian saree. Each pleat comes with artwork of a young girl wearing a skirt. All pleats meet at a red dot: the bindi. The curved typeface hints femininity - in line with the brand’s customer base.