Jhumkaroo
Identity & packaging
Concept project
- Brand
- Jhumkaroo
- Industry
- D2C Jewellery
- Service
- Branding
Identity & packaging - Type
- Concept · 2026
Overview
Jhumkaroo is an online-first label of handcrafted jhumkas and statement earrings. It needed an identity and unboxing experience that feels premium but refuses to be precious, so the earrings are meant to bounce.
Audience: Women aged 22–40 in Indian metros and the diaspora who wear ethnic earrings with everything, from weddings to Monday meetings, and want jewellery with personality.
The insight
A jhumka is the only jewellery that dances on its own. The brand should never stand still either.
Business objective
Build a giftable, Instagram-native brand that justifies D2C pricing, makes every unboxing shareable, and gives the feed a recognisable product-attitude rhythm.
Visual direction
A swinging jhumka mark caught mid-bounce and built for motion, paired with an elegant, widely tracked Italiana wordmark. Hot pink, marigold and deep teal make the elegance unexpected, and packaging copy like 'Swing responsibly.' adds a wink.
Deliverables
- Swinging jhumka mark & wordmark
- Motion swing frames
- Colour & type system
- Box, earring card, arch pouch & note
- Instagram post templates shown in feed
Gallery
