RAGHAVENDRA RATHORE
DESIGN DIRECTION
2024
A new language,
but belonging always.
Info:
Story weaving
Verbal Identity
Brand Strategy
Brand Narrative
Image Making
Team:
Design: Shantanu Pathak, Jasmeher Kaur, Megha Kaushik
Animation: Vishav Arora, Parth Dake
Strategy : Sheetal Raghav
Design Direction : Ritu Pandey
Creative Direction: Sayantan
Origem by Goldiam: A New Language of Indian Luxury, reinvented.
Origem reimagines Indian jewellery through the lens of innovation putting
lab-grown diamonds front and center, and we wanted that forward thinking
spirit echoed.
The logo is sharp and sculptural, echoing the facets of a diamond with clean, angular cuts. Typography is anchored by Taviraj — a refined serif that fuses
classical caligraphy with contemporary restraint, offering a quiet confidence
to the brand voice.
The colour palette pulls from India’s rich heritage—teracotta shades, a gesture
to ancient architectural sculptures and emerald green that speaks to a new
kind of luxury. Together, they evoke both timelessness and concious opulence.
Photography took cues from terracotta forms, using texture and composition
to ground the jewellery in a context that feels distinctly Indian yet globally resonant.
Every element — from type to tone, palette to photography — was designed to
reflect Origem’s ambition and elegance: honouring the heritage while boldly
shaping what comes next.