Selected work Case study
Moshi
A heritage clothing label, given an online store that tells the story behind every thread.
01 · Overview
The project
Moshi makes clothing from India's living textile crafts, Ajrakh, Khadi, Batik and Dabu, with a 100-year-old family legacy in textiles behind it. The store had to sell the collections while giving every craft room to tell its story.
- Objective
- An online store where heritage leads and shopping follows: every collection traced back to its craft and the hands behind it.
- Direction
- Warm, rooted, unhurried. Deep madder red and handmade-paper cream, an italic serif, and borders drawn from block-print motifs.
02 · The home page
Crafted with heritage. Designed for today.
The home page opens on Moshi's promise, then moves from the brand's belief to the collections for men, women and boys, and on to the crafts themselves. Customer voices and an invitation to step into the world of tradition close it.
03 · The craft pages
Every craft gets its own chapter.
Ajrakh, Khadi, Batik and Dabu each get a section of their own: where the craft comes from, how it is made, and the pieces made with it, one tap from the cart.
Colour
- MadderThe red of the dye vat
#761117 - KhadiHandmade-paper cream
#F0E6C3 - LinenThe page itself
#F3EFE7 - InkText and line
#2A1A16
04 · Heritage and people
The people behind the cloth.
The craft and heritage story runs through the home page, and the about page carries Moshi's vision, its mission, its founders Mohit Bajpai and Shireen Quareshi, and its promise: authentic, sustainable, hand crafted, artisanal.
05 · Final outcome
The store, together
Where tradition meets modern expression.