TABLE OF

CONT

1Brand
Ideology

4 Identity
TENTS

2
Moodboard 3 Color Palette

5
Posters 6 Packaging
In the course focused on branding and
packaging, the task was to select a
product devoid of any existing brand
identity. Choosing a yarn ball for this
purpose was a fascinating journey for
me.

As an avid crochet enthusiast, I find

solace and therapy in creating with
various threads and yarns. Each strand
holds a personal significance for
me, as I imbue my creations with my
emotions and sentiments. Crafting, for
me, transcends mere needlework; it’s
a process of untangling my innermost
feelings.
 BRAND
BR IDEOLOGY

This personal connection spurred me to delve deeper into the concept

and establish a brand around it. The initial challenge lay in crafting
a suitable name and tagline. It was a tumultuous process, involving
extensive brainstorming sessions focused on contextual relevance, target
audience appeal, and the premium essence of the brand. After much
deliberation, I arrived at the brand name, DORI.

DORI, derived from the Hindi word for string or rope, embodies a diverse
range of premium-quality yarn fibers offered in a kaleidoscope of vibrant
hues. One of its standout features lies in its innovative packaging,
engineered to prevent tangling and the accumulation of dirt during
use. The brand’s appeal extends across a wide spectrum, catering to
inquisitive children, passionate crafters, and hobbyists alike, irrespective
of age. In my belief, creativity knows no boundaries of age; it is a
universal language spoken by all.
MOOD BOARD
My moodboard is a vibrant
representation of my brand’s core
idea, showcasing a wide array
of colorful yarns. Throughout
the branding and packaging
process, I sought inspiration
from various sources online to
understand poster composition
and incorporate elements of
knitting and crocheting into
both packaging and posters.
This journey also deepened my
understanding of yarn types and
their respective uses, as well as
the diverse audience who utilize
yarn. Creating a mood board
was instrumental in defining
my brand’s vision, guiding the
design of posters, packaging, and
graphics.
Initially, my color palette wasn’t
intended to be predominantly
pink, but it naturally evolved
during the process and
surprisingly aligns well with my
brand’s vision. At first glance, the
palette exudes a subtle, soft, and
cute vibe, reflecting my aim to
evoke emotions in the sweetest
and most genuine manner
possible. These colors also
radiate a sense of tenderness
and friendliness, appealing to
customers of all ages, from
teenagers to the elderly.
#ec4d82
COLOR PALETTE #b0e1ec
#94d4ce
#74cee2
#f4dae4
#e9a3ba
#eb6c90
#ec4d82
IDENTITY
A captivating brand name and memorable tagline are vital for capturing
consumer attention and driving purchasing decisions. Graphic design
complements this by enhancing the brand’s appeal and drawing
consumers in.
In crafting the brand identity, I aimed to encapsulate the essence of
the product while ensuring its resonance in the market. After extensive
brainstorming, I chose the name “Doriyaan,” derived from the Hindi word
for strings or ropes, to convey the core essence.
To ensure universal understanding, I incorporated elements associated
with yarn, such as yarn balls and crochet hooks, into the brand identity.
Blending English and Hindi letters facilitated broader relatability and
comprehension among a diverse audience.
After testing different
typefaces, none matched the
essence I wanted. Opting for a
handwritten style for the logo, I
incorporated yarn, buttons, and
hooks directly into the type.
This captured the fluidity of
“doriyaan” as strings, conveying
the brand’s essence with a
flowing aesthetic.
FINAL LOGO
(Almost)

untangling emotions
JOURNEY FROM
DORIYAAN TO DORI
The finalized logo, “DORI,” differs
significantly from the previous
“Doriyaan.” While “Doriyaan” had
a flowing aesthetic suited for the
Indian audience, “DORI” adopts
a minimalist, sophisticated look,
representing a premium global
yarn brand. The simplicity and
cuteness of “Dori” appealed more
to me compared to “Doriyaan,”
which risked being confused with
“Dooriyaan,” meaning distances in
Hindi. Hence, I opted for “DORI.”
The tagline “Untangling
Emotions” encapsulates
the emotional depth of
handcrafted pieces and
emphasizes the brand’s USP
of preventing yarn tangling.
It aligns with the brand’s
mission of maintaining yarn
integrity.
 Designing posters proved to be both
POSTERS enjoyable and frustrating for me,
especially given my inexperience with
software like Illustrator and Photoshop.
Simple tasks became challenging,
and I often found myself spending a
lot of time figuring out how to use
the software effectively. Despite
having numerous ideas sketched out,
translating them into digital designs
was daunting, leading to a loss of
creativity due to my limited software
knowledge.
However, I embraced this learning
curve, recognizing that mistakes
are an integral part of the learning
process. Over time, I dedicated myself
to experimentation and improvement,
creating posters that incorporated my
brand logo and photography. While
some designs focused on playing with
typography, others are still in progress
as I continue to refine and enhance
them.
This typography poster was a
delightful experiment for me,
utilizing the typeface from my
brand logo, DORI. I creatively
arranged the letters to fill the
entire page, exploring both black
and white and colored versions.
The colored version reflects the
diverse range of colors offered
by my yarn brand. Through this
project, I gained insights into
balancing visual elements and
establishing hierarchy in text for
effective viewer engagement.
This poster aimed to depict
the journey from knots to knits,
symbolizing both the process of
crafting intricate stitches and the
seamless transition facilitated
by my brand’s untangled yarn.
It represents the journey of
transforming individual knots into
beautifully knitted or crocheted
pieces, while also highlighting
the convenience of knitting
without the hindrance of tangled
yarn provided by my brand’s
packaging.
This poster was a challenging
experiment for me, as I
struggled to achieve a
satisfactory result despite
numerous attempts. I pushed
the boundaries by incorporating
various elements and
continuously switched between
Photoshop and Illustrator
to refine the lighting and
shadows. Through this process,
I gained valuable insights
and learned new features,
underscoring the importance
of failures as opportunities for
growth and learning.
The purpose of this poster
was to highlight the seamless
packaging of the yarn,
symbolizing the uninterrupted
flow of creativity. It conveys
that not only does the yarn
emerge effortlessly from the
box, but also that the brand
encourages innovative ideas.
Just as the vibrant colors of
the yarn signify freshness, the
brand welcomes bright, new
concepts.
 PACKAGING
The aspect that truly captivated
me was the packaging design
process, including both the
conceptualization of the
packaging box and the integration
of graphics onto it. It was
particularly exhilarating as the
packaging design played a pivotal
role in shaping the entire brand
identity, setting it apart from
ordinary yarns. I meticulously
crafted the box to not only secure
the yarn during storage but also
to offer added functionality for
customers – rather than being
disposable, the packaging doubles
as a convenient container for
keeping the yarn organized while
in use.
PROTOTYPE
MODELS
Before finalizing the packaging with the
graphics, I tried several prototype models to
check the working of the box.
It works similar to how a ‘charkhi’ of a kite
works. I added cavities to hold the spool in
place that allows the yarn to come out nicely
from the hole on the top face of the box.
The front has a window open so that the
color of the yarn is easily visible.
My brand intends to have all kinds of yarns,
so for thinner or bulkier yarn, the packaging
will accordingly alter in terms of size.
 GRAPHICS
DEVELOPMENT AND
SURFACE
untangling emotions
Manufactured & packaged by- Wash Care Instructions:
Dori Textiles Limited
Dori textile mills, Industrial area, • Machine washable
Lucknow, Uttar Pradesh, India, • Cold, gentle cycle
226009 • Do not bleach
• Do not iron
• Dry flat
customer@dori.com
• Wash separately
+91 99989 79695
www.dori.untangling.com
For more design recipes and latest yarn info,
follow us on-
YouTube @dori_official
Instagram @dori_india
Facebook @dori_india
Pinterest @dori.india
UK 9 UK 11

4 in x 4 in

4 in x 4 in
3.5 mm 3 mm
10 x 10 cm 10 x 10 cm
in colour.
dye lot to ensure uniformity
entire project from the same
Buy sufficient yarn for your
225 m / 246 yd Rugged Yarn
100 g / 3.52 oz (90% cotton, 10% acrylic)
Hot Pink Cotton Blend
Dye Lot # 10024 Pkd. Dec-2023
(inclusive of all taxes)
Color # 156 MRP Rs. 300/-
 MORE
PACKAGING
GRAPHIC
VARIATIONS
untangling emotions

untangling emotions

untangling emotions

Crochet hook and

Knit inspired patterns Fabric texture instead knitting needle size
on walls of plain solids guide available
Initially, I considered MRP Rs. 300/- Color # 156

incorporating
(inclusive of all taxes)

Pkd. Dec-2023 Dye Lot # 10024

Cotton Blend Hot Pink

(90% cotton, 10% acrylic) 100 g / 3.52 oz

contrasting neutral
Rugged Yarn 225 m / 246 yd

Buy sufficient yarn for your

entire project from the same
dye lot to ensure uniformity

shades into my
in colour.

10 x 10 cm 10 x 10 cm
3 mm 3.5 mm

4 in x 4 in
4 in x 4 in
packaging color UK 11 UK 9

scheme. However,
Pinterest @dori.india
Facebook @dori_india
Instagram @dori_india
YouTube @dori_official

follow us on-

I later opted for a

For more design recipes and latest yarn info,

different approach Wash separately

Dry flat
•
•
www.dori.untangling.com
+91 99989 79695
customer@dori.com

by utilizing a
Do not iron •
Do not bleach • 226009
Cold, gentle cycle • Lucknow, Uttar Pradesh, India,
Machine washable • Dori textile mills, Industrial area,
Dori Textiles Limited
Wash Care Instructions: Manufactured & packaged by-

common base color

and incorporating untangling emotions

changeable colors
matching the yarn
inside each box.
This design choice
enables customers
to easily identify
the yarn color they
require, enhancing
accessibility and
convenience.

MRP Rs. 300/- Color # 156

(inclusive of all taxes)

Pkd. Dec-2023 Dye Lot # 10024

Cotton Blend Hot Pink

(90% cotton, 10% acrylic) 100 g / 3.52 oz
Rugged Yarn 225 m / 246 yd

Buy sufficient yarn for your

entire project from the same
dye lot to ensure uniformity
in colour.

10 x 10 cm 10 x 10 cm
3 mm 3.5 mm
4 in x 4 in
4 in x 4 in

UK 11 UK 9

Pinterest @dori.india
Facebook @dori_india
Instagram @dori_india
YouTube @dori_official

follow us on-
For more design recipes and latest yarn info,

www.dori.untangling.com
+91 99989 79695
Wash separately •
customer@dori.com
Dry flat •
Do not iron •
Do not bleach • 226009
Cold, gentle cycle • Lucknow, Uttar Pradesh, India,
Machine washable • Dori textile mills, Industrial area,
Dori Textiles Limited
Wash Care Instructions: Manufactured & packaged by-

untangling emotions
SHREYA MAURYA
PD UG22

STUDIO SKILLS II

GUIDED BY :
SHREYA SARDA
EBRAHIM VASI
It’s time to turn
strings into things,
with