Free Rani: Brand Development & Visual Identity

Free Rani is a dynamic sister-duo breaking trends and creating new ones with their exclusive, custom-designed South-Asian jewels and gems. Our mission was to craft simple, chic, and bold branding that represented both their distinct personalities and the unique essence of their brand.

A Unique Challenge

While both sisters share similarities, their styles are drastically different, presenting an exciting challenge in designing cohesive branding for their platform. Free Rani itself has a vibrant personality, adding another layer to the creative process.

The Essence of Free Rani

"Rani" translates to "Queen" in Hindi, making their brand name mean "Free Queen." This embodies their definition of a woman who is free to be her true self, confident, and independent. She can wear many styles, but at the end of the day, she knows what she wants and how to get it. She doesn’t need a king by her side; she’s free to be who she wants, when she wants, and how she wants.

The Design Process

To capture this essence, we chose a traditional yet bold typeface and incorporated a hummingbird icon, symbolizing lightness and airiness. This combination reflects the varying perspectives each sister brings to the table. The result is a brand that is exciting, bold, whimsical, and a little "badass"—exactly what the clients envisioned.

The Journey Ahead

Watching Free Rani grow has been a pleasure. The branding perfectly aligns with what this sister-duo has created, and we’re excited to see where their journey takes them next.