• Transform magazine
  • May 18, 2022

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Butterfly Cannon develops brand identity for luxury footwear brand DHAMI London

1A Box Closed

London-based creative agency Butterly Cannon created the naming, visual identity, website, social content and packaging design for luxury footwear brand DHAMI.

Targeting the market in London and the Middle East, the name credits the founder, Priyanca Dhami, while rooting it in her fashion capital home in Rajasthan. From the name grew the monogram which nods to the ‘P’ of Priyanca. Inspired by the ancient arches of Rajasthan, the continuous lines represent the shoe maker’s journey, brought to life within digital.

A hot pink, royal blue and neon yellow colour palette, set against a backdrop of neutrals, pays homage to Priyanca’s upbringing in Rajasthan. This followed through in the editorial layouts, using bold and colorful links hinting at the Dhami icon and cropped photographic art direction, seeking to give the brand a contemporary London vibe.

“Butterfly Cannon successfully captured the ethos of DHAMI London and built it into a real tangible brand identity. Staying true to my Rajasthan roots while giving it a place in the London high fashion market, they have given DHAMI the perfect foundation to grow from,” ays Priyanca Dhami.

The packaging design follows the founder’s journeys, with layers of discovery that make unboxing into an experience, suited for all-important seeder packs.

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