Usha Tailors in Lado Sarai (Delhi) was started 24 years ago by Usha ji, who left her full time job to open her own boutique.
Through a custom lettered logo, the identity delivers the same 'tailor-made' experience the store has been giving its customers. The visual language apes the humble Indian streetscape and doesn't compete with the norms of fast-fashion or high-end brands.

The project was done as a part of Indianama by studio Animal, Delhi. See complete project:

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