CaratLane is an online jewelry store based in India that provides access to a wide range of loose diamonds for the gem and jewelry market. It is the largest and leading e-commerce Indian jeweler. CaratLane’s brand lacked presence as well as it did not have a clear visual language. The new identity sought to change this with a recognizable visual language using vibrant colors along with exquisite product and lifestyle photography.
The monogram ‘C’ is derived from the shape and cut of a diamond.
The colors are inspired by Caratlane's collection of gemstones.