Client Overview
Muliya Gold & Diamonds is a heritage jewellery brand with deep roots in Karnataka, known for its exquisite craftsmanship, trustworthiness, and tradition. After 15 years since their last brand update, Muliya wanted a refresh that would energise their identity, resonate with modern customers, and still uphold their legacy.
The Challenge
With shifting consumer expectations and the rise of younger audiences engaging online, Muliya approached us with a clear goal:
“Create a fresh, energetic brand identity that appeals to both our loyal audience and captures the attention of the next generation.”
The brand wanted to:
- Update their look after 15 years
- Retain trust and legacy
- Make a strong emotional connection across all audience segments
- Be consistent across digital, physical, and promotional touchpoints
Our Approach
We embraced this challenge and collaborated closely with the Muliya team. We presented 7–8 unique branding concepts, each rooted in Muliya’s story and future ambitions. After thoughtful deliberation, the final concept was selected — the one you see today.
Key Elements of the Rebrand
1. A New Tagline with Deep Meaning
“Creating Happiness”
Kannada: “ಸದಾ ಸಂತೋಷಕ್ಕಾಗಿ”
2. The Mascot, Reimagined
Muliya’s iconic elephant mascot was retained — but we breathed new life into it by transforming it from a flat illustration to a vibrant 3D character.
The white elephant, a symbol of wealth, strength, and wisdom, now appears with a cute, approachable personality that appeals across age groups making it not just memorable but lovable.
3. The Spark Concept
In the brand guidelines, we introduced a key visual and thematic element — the “Spark.”
The spark represents those everyday moments of magic — small yet powerful touches that bring colour, emotion, and transformation into our lives. Just like a spark can ignite a fire or light up a dark space, Muliya’s touchpoints — from jewellery to service — are meant to illuminate experiences.
We used the spark as a storytelling tool throughout the brand:
- In reveal videos to symbolise transformation
- In colour transitions to show vibrancy
- As a metaphor for the emotional value jewellery brings
This recurring motif adds depth and continuity, anchoring the brand in a feeling of warmth, excitement, and personal connection.
4. Legacy Meets Trust: Brand Ambassador Launch
To bring human connect and visibility, we brought in Ramesh Aravind — an icon of trust, intellect, and positivity in Karnataka — as the face of the new Muliya.
“When legacy meets the face of trust, you create timeless value.”
His involvement amplified brand credibility and created a strong emotional connection with both older and younger audiences.
5. Showroom Branding: Inside and Out
We revamped the showroom exteriors with bold, clean signage, and refreshed the interior branding to reflect the new identity:
- Warm lighting and elegant displays
- New brand colours and motifs throughout the space
- A cohesive visual language from entry to exit
6. Outdoor Visibility: Hoarding Campaigns
To ensure mass recall, we designed high-impact hoardings that featured:
- The new tagline and mascot
- Brand ambassador visuals
- Consistent colour palette and spark motifs
These were strategically placed across major urban locations in Karnataka to announce the rebrand in style.
Results
- Strong public reception of the new look across social platforms
- Increased showroom footfall after launch campaigns
- Boosted digital engagement across platforms
- Internal teams and vendor partners reported feeling more connected to the renewed brand purpose
Client Feedback
“This wasn’t just a rebrand—it was a cultural reset for us. Every element, from the mascot to the message, speaks to our hearts. The Web People team truly brought our vision to life.”
– Muliya Gold & Diamonds