Saatvik
Brand identity and home decor for a craft-led Indian label
Saatvik is a home decor brand rooted in Indian craft tradition — hand-knotted rugs, embroidered pillows, and textiles made to last. The brief was to build a brand identity that felt timeless and artisanal without being precious. Something that could live in a New York apartment as comfortably as it could in Delhi.
Visual Identity
Designed the Saatvik logo — a bird perched on the letterform, hand-drawn and precise. Built the full identity system: color palette, typography, graphic language, and usage rules.
Product Design
Designed physical product touchpoints — hang tags, packaging, and textile graphics including the bee pillow illustration. Every object carries the brand.
Photography Direction
Art directed and selected the brand photography — warm, textural, lifestyle imagery that puts the craft first. Shot to feel like a Sunday morning, not a catalog.
Web Design
Designed and built the Saatvik website. Editorial layout, full-bleed imagery, and a shopping experience that doesn't rush the customer.
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Full brand built from scratch
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Product touchpoints designed
A brand that feels like it has always existed. Quiet, considered, and completely itself.
Saatvik wasn't perfect. Most of what I made wasn't great. But it gave me a sandbox to learn in — without pressure, without judgment.
I learned that design isn't just about making things pretty. It's about solving problems, testing ideas, and iterating until something clicks.
This is where I fell in love with making things.
