BRAND IDENTITY DESIGN
SEWA Bharat, New Delhi ~ 2020
SEWA Ruaab is a women-owned artisans' brand with over 160 grassroots women shareholders. It was born out of SEWA, India's largest informal women workers movement, in 2009 by the home-based embroidery workers in Delhi and traditional silk weavers in Bihar.
The brand's identity had to reflect the essence of its grassroots women artisans and at the same time be connected to the mother organisation – SEWA Bharat. The form for the logo hence has been derived from the mother logo, almost as a branch that has recently sprouted out of an old but solid tree. As a brand that is owned and run by women artisans, the visual treatment of the logo reflects the products that they make and sell through this platform.