The logo is designed to reflect not only the visual language of each Naari Ghar piece with its many colours, patterns and unique stitches, but also the slowness and attention to detail with which they are designed, each piece representing the collective labour put in by the artisans. It deliberately prioritises detail, pattern and texture over the familiar minimal, clean logo to represent Naari Ghar’s firm stance on eschewing commercial mass production and fast fashion, and their intent to help the workers redefine their relationship to their craft.

Three logo variations were approved for flexibility and consistency across varying placements and uses- one with the tagline, one without, and one with a simple black outline and black text.

When designing different iterations of the logo, I looked closely at the fabric, stitches and patterns of the Naari Ghar products, and emulated them through a coming together of patterns for each version.

The needle featured in one of the logos made it to the final. It represents the careful hands sewing behind each piece, stitching with slow, consistent and conscious effort.

“We are in no hurry. The embroidery in our part of the world has always been women’s storytelling. When women embroider, they drift away. Each stitch adds to the streamline of consciousness. Women produce slowly, working meticulously with patience, knowing fully well the embroidery will be completed eventually.”

- Naari Ghar

All photographs of Naari Ghar products are taken by and belong to Naari Ghar. To support them and purchase their pieces, follow them here.