Duti
Luxury Genesis: Forging Duti’s Identity in the Indian High-End Market.
Elevating Duti, Shaping a Prestigious Presence in Indian Couture
Intro
The journey of House of Duti began across the globe in the fashionably historical streets of Milan. Rohit and Shreya’s vision was to bring a wave of change in the high fashion industry of India with authenticity and legacy mixed with a modern outlook. They established production within the fashion capital of the world with ateliers who have perfected their craft through generations of skills and heritage.
This amazing blend of legacy and modernity in the chic world of high fashion had a story that spanned half the globe to reach its audience in our country.
Duti is on a global journey that ends on our shores to revamp India’s luxury fashion landscape. Each meticulously designed piece reflects its native origin and heritage, promising a distinctive legacy.
The founders of Duti sought a partner who could turn their idea into a physical reality when they approached Digiscrew for branding support and help in releasing their first collection. With their confidence in us, Digiscrew set out on a thorough journey that began with the brand’s inception.
Initially, we had extensive conversations with the founders to fully comprehend their company culture, principles, and goals. This first stage played a significant role in establishing Duti’s persona. Based on their observations, Digiscrew created a custom branding plan that perfectly captured Duti’s character by fusing modernism, authenticity, and tradition within the framework of India’s premium market.
From there, every element of Duti’s branding was painstakingly created by our team.
Founder’s Interview
The brand is an amalgamation of the founders’ personal journeys. A beautiful blend of their individual experiences as avid travelers is reflected in their creations.
Rohit’s lifelong affair with textiles and Shreya’s penchant for exploring brands and shopping online seamlessly merged when they stumbled upon a market gap.
They recognized a niche where Indian luxury brands were overlooking the significance of quality fabrics and investment-worthy garments.
In a candid one-on-one conversation, we explored the finer details of the brand’s origins and the founders’ motivations. Rohit and Shreya shared insights into their personal journey and beliefs within the industry, unveiling their vision and the pivotal “a-ha” moment that ignited the birth of the brand.
Research
We initiated the branding process by identifying Duti’s product-market fit and brand positioning. This involved decoding the target consumers, potential sales channels, and analyzing direct competitors, both locally and globally.
Our strategy for Duti’s early branding phases was based on in-depth investigation and strategic evaluation. We found important components that spoke to Rohit and Shreya and acted as cornerstones for their own brand ambitions, taking inspiration from luxury businesses that they found appealing. We were able to comprehend the essence of luxury that Duti sought to express through this exercise.
Next, we conducted extensive market research to determine Duti’s unique selling proposition (USP). We carried out a thorough examination of luxury brands in India and around the world, determining their target market, distribution methods, and areas of rivalry. This helped us identify areas for distinction and gave us insightful information about the competitive environment.
Photography Campaign
With careful planning and execution, Duti’s photography campaign crafted images that perfectly captured the essence of luxury. Inspired by the brand’s distinct viewpoint, we created mood boards and oversaw all shoot-related tasks, including model selection and location selection. Every component was deliberately selected to mirror the unique character of the brand, guaranteeing that the finished pictures precisely reflected the intended aesthetic.
Website
From concept to execution, we meticulously crafted House of Duti’s website to mirror its upscale philosophy and facilitate seamless product sales. Our design approach prioritized minimalism and precision, ensuring a premium user experience from start to finish. Curated images and strategic call-to-action buttons invite visitors to explore and engage with the brand’s refined aesthetic, creating an immersive browsing experience that leaves a lasting impression
Branding – Duti
The aim is to employ pull marketing rather than push marketing strategies.
Colours
Emerald Green
Emerald green embodies a perfect balance of refinement and royalty, reflecting its significance. It harmonizes seamlessly with the Milanese roots of the House of Duti.
Gold
Gold holds timeless associations with luxury, making it a symbol of opulence. Its sparing use by the House of Duti pays homage to its aspirations and targeted market. Additionally, the color signifies the enduring value of Duti’s pieces, destined to become wardrobe staples for years to come.
Illustrations and Visuals
Logo
The logo drew inspiration from the brand’s nomenclature to establish its identity, reflecting the clean and regal characteristics inherent in the brand’s philosophy while allowing for scalability.
The logo’s design includes delicate strokes at the end of each letter, utilizing a Serif font whose origins can be traced back to Greek inscriptions and Latin Scriptures. This adds to the brand’s clear and simple style.
Packaging and unboxing experience
House of Duti goes above and beyond to make sure that everything about the consumer experience—including the packaging—embodies elegance and sophistication. Every product is painstakingly wrapped in carefully chosen boxes with Quality Cards, intended to preserve the item and improve the unraveling experience.
These carefully crafted boxes represent the brand’s dedication to offering a luxurious experience from the minute the package is received; they are more than just storing boxes; they are treasures that customers can treasure. The packaging from House of Duti, which has every detail thought out, provides an added layer of luxury and makes the act of unwrapping a memorable and decadent experience.
Social media Marketing
To achieve Duti’s key goal of building an aspirational brand that target audiences would like to associate with, the social media marketing strategy focused on creating a visually appealing and luxurious brand image. The grid is thoughtfully curated with a balanced mix of videos and photographs, each carefully shot to align with the brand’s sophisticated style. The chosen pattern and aesthetic were meticulously designed to uphold and communicate the luxurious nature of the brand, ensuring a consistent and engaging experience for the audience.
