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Case study · Jewellery

Veda

We built a lab-grown diamond brand around the Indian bride, from strategy and identity to packaging and the store itself. Veda went on to raise about $53 million.

Veda project$53M raised
Client
Veda, founded by Nikita Prasad
Scope
Brand strategy, visual identity, packaging design, art direction, retail design
Timeline
8 months, 2025
Outcome
$53M raised

01The challenge

Lab-grown diamond brands in India were all chasing the everyday wearer with the same arguments: cleaner, ethical, more affordable. Nobody owned the wedding, the biggest occasion in the whole category.

02What we did

We narrowed the brand to one moment and positioned Veda for the bride's wedding day.

  • IdentityWe passed on geometric shapes and standard florals and chose the peacock, a symbol of palace life, paired with earthy royal tones.
  • PackagingThe Shagun Box draws on the wedding tradition of shagun, a lasting blessing. It's designed as a keepsake, not a box you throw away.
  • RetailThe store carries the same idea through every surface and every step of the bridal journey.
the result

Strategy, identity, packaging and retail ran as one project, so the store, the box and the brand story all share one idea. Veda launched to an audience the category had overlooked and raised about $53 million in investment.

Veda Shagun Box packagingVeda store interior

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