Instead of revealing the collection directly, we built curiosity through small pre-launch moments. We shared summer drink recipes and playful hints, giving the audience a sense that something fresh was coming. The mood was rooted in old-school Indian summers. I worked on the creative direction and campaign launch from scratch, from building the moodboard and finalizing the shoot direction to launching the collection across platforms. For the collection logo, I wanted something that felt handmade so instead of creating it digitally, I got it painted by a local painter and documented the process of the logo being hand-painted on a sunny day. And for the shoot, we chose a real fruit market as the location, which matched the theme. It also helped cut shoot production costs by around 60% without compromising the campaign story. After the shoot, I worked on the website launch, homepage banners, social media rollout, product content, email campaigns, and other digital touchpoints. The campaign performed strongly across platforms and contributed to some of the brand’s best-selling pieces.