The Desi Curve
A monogram cut like a block-print stamp, and a packaging system built around it.
- Client
- The Desi Curve
- Discipline
- Identity & Packaging
- Sector
- Fashion & Textile
- Year
- 2025
Identity/Identity & Packaging/2025
TDC sells cloth to people who buy it by touching it. The site had to do what a shop floor does for free — show the weave close enough to judge.
The Desi Curve sells hand-block printed textile, so the identity had to survive being printed on cloth, foiled on board and cut into brass — three surfaces that forgive nothing between them.
The TDC monogram is drawn as one interlocked mark with the ornament carried inside the letterform rather than around it, which is what lets it scale from a wax seal to a full fabric repeat without redrawing. Everything else in the system — the repeat, the swatch card, the retail bag, the leather envelope, the stamp block — is derived from that single mark.
- 01Monogram & Wordmark
- 02Block-print Motif Library
- 03Fabric Repeat Pattern
- 04Rigid Box & Retail Bag
- 05Swatch Card & Tags
- 06Wax Seal & Stamp Block
Built to show cloth,not to describe it.
01PHP
One server-rendered page per print, so a new collection is a data entry rather than a rebuild.
02MySQL
Prints, collections and swatch metadata — the fabric detail buyers ask for before they order.
03jQuery
Swatch switching and the zoom, which is the interaction the whole catalogue exists for.
04Bootstrap
The grid the lookbook sits on, held steady from a phone to a wide monitor.
03 shots
- Berry#9E1B5B
- Rose Gold#D0A38A
- Antique Gold#B98A3E
- Pearl#F1E4DA
- Deep Plum#3A1226
