Khimji Dayabhai Co., one of India’s oldest jewellery houses, partnered with us to create a new brand identity, Arnika.
Founded in 1914, the company began as the royal jeweller to Maharani Takatkumari of Mayurbhanj and has since become a trusted name across generations.
The launch of Arnika represents a thoughtful evolution. One that keeps the brand’s emotions and legacy intact while connecting with today’s younger, more fluid audience.
The idea was to create a brand that feels modern yet soulful. Arnika had to express movement, grace, and inner strength. The qualities that define today’s woman. She doesn’t follow trends; she creates them. As the client described, Arnika isn’t a change, it’s a continuation with clarity. Inspired by water, the name reflects grace, adaptability, and quiet power.
Our team embraced this idea fully. We chose water as the central metaphor. Because water is something that moves, adapts, and reveals. To bring this alive, the entire campaign was shot underwater by photographer Prasad Naik, known for his mastery of natural movement and light. The choice wasn’t just visual; it was deeply conceptual, symbolizing authenticity and emotional depth.
The brand identity was designed to feel natural and effortless, built around the idea of flow. It also connects to the brand’s hometown, Baripada, where the word Bari echoes Vari, the Sanskrit word for water. This connection makes Arnika not just a name but a memory. A link between legacy, movement, and emotion.
Through this collaboration, Scarecrow helped shape a brand that balances heritage with modernity, creating something that feels personal, timeless, and in tune with the spirit of the modern Indian woman.