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Creative Direction & Design: Courtney McLaughlin
Client: Bindi Boutique | August 2016


Bindi Boutique is a Canadian startup specializing in South-Asian and Indian accessories and costume jewelry. I was invited to develop the brand identity to be bold and North American, while maintaining symbolic Indian heritage. The brand mark is a custom logotype with a graceful cursive, paired with a wholesome, sharp sans-serif. Focussed on feminine and formal, the brand elevates the boutique wedding elegance, and seamlessly meshes boarders of traditional cultural elements, with a Western minimalism.

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