A luxury experiential brand by The Times Group, built on bespoke experiences, guiding India's top 1% through journeys of transformation.

Project:

India's wealthy has evolved. Worldly, well-traveled. Culturally conscious. Yet, globally curious. No longer living the rat race. Validated not by the world, but by themselves. Drawn to experiences that are intrinsic, soulful and quietly transformative.

Insight:

When it comes to experiences, the wealthy's focus pivot to the intangible, the unforgettable, and deeply personal. It’s all about experiencing quiet luxury, and not something that is loud and opulent.

Approach:

From the Hindi term ‘dyorhi’ meaning threshold, into a curated luxury where each experience leads to transformation. We built a brand personality capturing individuality that instill a sense of wonder.

Outcome:

A complete visual system and identity flex around the core idea. Branding collaterals for print and digital, with extension into spatial experiences ensuring quiet luxury permeates every touchpoint. 

Work done at Landor