Aura & Thread
Brand Identity System
Overview
Aura & Thread is a modern fashion brand bridging timeless tailoring with contemporary trends. Entering a saturated market with a clear vision but no visual identity, they needed to stand out while appearing instantly established. The challenge: create a cohesive visual system that harmonizes two opposing concepts — Aura (the intangible: confidence, feeling, presence) and Thread (the tangible: craft, materials, construction).
Client:
Aura & Thread
Year:
2025
Category:
Brand Identity
/
Visual Identity System
Location:
Bangalore, IND
The Challenge
Most emerging fashion brands make one of two mistakes: they mimic luxury aesthetics and feel inaccessible, or they go overly minimal and lose personality. Aura & Thread needed to feel both sophisticated and approachable — classic without being stuffy.
No visual identity in a crowded, established market
Brand name with dual meaning requiring a unified visual concept
Needed to communicate premium quality without exclusivity
Required a scalable system across physical and digital touchpoints
Must adapt seasonally without losing brand recognition
The Solution
We developed a three-part strategic framework: The Thread as Connector, Duality in Design, and Seasonal Flexibility.
The centerpiece is a custom monogram where letters 'A' and 'T' are connected by a single, graceful flowing stroke — representing thread in motion. The serif/sans-serif pairing (Cormorant Garamond + Montserrat) reflects the brand's dual nature: editorial elegance meets everyday wearability.
The color system uses a permanent anchor palette (Charcoal + Cream) with four seasonal accent palettes, allowing the brand to evolve with collections while maintaining consistency. The full system was deployed across 15+ physical products, 8+ digital platforms, and 4 seasonal collections.
Delivered a 30-page comprehensive brand guidelines document covering brand story, logo standards, color system, typography, photography direction, and 20+ real-world application examples.
The Result
The brand system successfully balanced premium positioning with accessibility — communicating luxury without exclusivity. The seasonal color strategy gave the brand built-in evolution while the anchor palette maintained instant recognition across all touchpoints.
