STUDENT WORK
BRAND STRATEGY + VISUAL IDENTITY
A conceptual brand repositioning for McDonald’s aimed at restoring emotional relevance and cultural warmth. Moving away from cold, efficiency-driven minimalism, the project recalibrates the brand's perception without altering its core identity. Through adjusted tonal palettes, humanistic typography, and interactive touchpoints like playful tray liners, it bridges the gap between transactional convenience and nostalgic, experiential joy.
AGENCY WORK - STRATEDGY
CONSUMER RESEARCH + BRAND POSITIONING
NUUK is a premium home appliance brand designed to elevate everyday utility into aesthetic display pieces for the modern Indian market. Work for this brand focused on consumer research and strategic positioning. By identifying a consumer desire to shift small appliances from hidden tools to lifestyle centerpieces, I developed the foundational strategy and design-forward narrative that guided NUUK’s Scandinavian-inspired visual identity.
AGENCY WORK - STRATEDGY
CONSUMER RESEARCH + PRODUCT STRATEGY + PACKAGING DESIGN
Hoovu, a fresh prayer-flower delivery brand, sought to deepen its role in daily Hindu rituals. Work for this brand centered on consumer immersions, revealing how purchasing behaviors shift when buying for the divine. This research drove a product strategy and packaging system anchored in sacred Mudras, transforming an everyday consumer good into a deeply resonant spiritual conduit.
STUDENT WORK
EXPERIENTIAL DESIGN + SENSORY STORYTELLING
A self-initiated graduation project exploring immersive brand environments for the audio brand boAt. Moving beyond traditional retail, the project translates hardware utility into a physical, multi-sensory space defined entirely by soundscapes. It redefines how users interact with audio technology, turning a transactional product relationship into a deeply engaging, sensory-driven lifestyle experience.
Brand collaboration
BRAND STRATEGY + HOSPITALITY DESIGN + EXPERIENCE ARCHITECTURE
A conceptual repositioning of Aethos Milan, transforming it from an ambiguous hybrid hotel-bar into the flagship, members-first urban anchor of the Aethos portfolio. The project replaces surface-level exclusivity with a structured behavioral funnel and layered membership model, utilizing a restrained, editorial visual system to bridge the gap between public hospitality and curated belonging.
AGENCY WORK - STRATEDGY
HOSPITALITY DESIGN
Communion Cafe, located within the D.Y. Patil University campus in Navi Mumbai, was conceived as a minimalist, community-driven oasis for congregation and co-working. Working alongside the agency team, I helped develop a visual identity that reflects the space’s serene, natural warmth. The resulting brand language balances modern elegance with inviting approachability, translating the architectural vision into a cohesive hospitality experience.