Dedicated to the essence of saris, Five Point Five embraces the notion that each sari carries a tale, a heartfelt connection. These garments often stir recollections—whether a maternal heirloom or the nostalgia of grandmotherly times. The brand seeks to curate a collection of saris from all over India, fostering interest and awareness about the crafts and craftsmen of the country.

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The strategy centered on developing a vibrant and engaging brand identity that celebrates the garment traditional to the country while creating an identity that resonates within the broader world of saris. As a symbolic representation of the brand name, the logo ingeniously blends the Hindi letter 'f', a widely spoken language in India, with the digit 5, creating resonance with the country’s audience. The use of a subtle color palette, typography, and engaging imagery reinforces the brand’s ideology.

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A set of illustrations was designed featuring diverse women for whom a sari is more than just a piece of cloth—it is a canvas for various draping styles, embodying their individual stories and sentiments. The new brand identity was carried forward into their packaging and website design.