Erode is a slow fashion brand preserving the Bhavani Jamakkalam weaving tradition through artisan collaboration and contemporary design. As a design intern, I created visual narratives and educational content connecting audiences to its cultural roots.
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Stage 1
Researched Tamil Nadu's history, visual culture, symbols, and craft traditions to identify narratives and motifs that could inform communication for the brand.
Stage 2
Explored ways of translating these culturally specific references for a broader audience, developing educational content that introduced Tamil Nadu's stories through everyday motifs, traditions, and objects.
Stage 3
Created illustrations, frame-by-frame animations, and social media content that brought regional narratives to the forefront, focusing on motifs such as the Dhrishti Bommai, traditional jewellery, and other culturally significant visual elements.
Illustrations for a series showcasing the distinctive jewelry traditions of Tamil Nadu, highlighting their cultural significance and craftsmanship.
A sales graphic inspired by the grid systems and visual language of traditional Tamil calendars.
Illustrations created for a series exploring the significance of the Dhrishti Bommai, delving into its cultural importance, historical origins, and distinctive features.
Working on Erode taught me that the time invested in creating slow fashion should be matched by the time spent telling its stories. The project brought me closer to my own heritage and reinforced the value of using design to celebrate culture with care and intention.
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