A modern saree brand reimagining Kanchipuram elegance for today’s woman.
Rasvriti Now Tulsi Madras
Formerly known as Rasvriti, Tulsi Madras carries forward a legacy of grace and craftsmanship—infusing traditional Kanchipuram weaves with a fresh, contemporary design perspective. Rooted in heritage and proudly modern, the brand speaks to women who value authenticity, beauty, and timeless design.
Project Snapshot
Fashion & Apparel (Handloom)
Web Branding, Design Strategy, UX Wireframes, Key Content Development, Billboard & Hoarding Design
Adobe Photoshop, Illustrator, Manual Wireframing, Creative Direction
Luxury eCommerce / Handwoven Sarees
Google Merchant Kit
Large-format Print Media – Billboards, In-store Signage, Visual Merchandising Support
The Ask
The team at Tulsi Madras came to Purplechalk with a clear goal:
To evolve their digital presence while staying deeply rooted in their identity. They needed a website concept that was visually refined, intuitive to navigate, and emotionally aligned with the brand’s design philosophy. Alongside digital work, they also required hoarding and signage creatives for offline launch campaigns.
The Solution
With a deep understanding of the saree space, we quickly connected with the heart of Tulsi Madras’ vision: to craft a modern, globally appealing experience while staying rooted in heritage.
Working closely with the founders, we explored every detail—from colour palettes and layout styles to presentation formats and subtle design touches that would set the brand apart. Our design concept was guided by three key pillars: elegance, clarity, and international appeal. Built with a mobile-first mindset, the layout was tailored for both beauty and usability.
The process was highly collaborative. We explored multiple design directions and refined each iteration until it felt just right. Once the final concept was locked, we worked seamlessly with the web development team to ensure every detail translated perfectly on screen.
The content creation phase was equally intentional—filled with voice notes, creative strategy calls, and moodboarding sessions. From brand story to microcopy, every word was crafted to sound as graceful and grounded as the sarees themselves.
Together, we built not just a website concept, but a digital foundation that felt like a true extension of the Tulsi Madras experience.
The Tech Behind the Vibe
For a brand as timeless as Tulsi Madras, the tech needed to feel invisible—but powerful.
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Adobe Photoshop & Illustrator — for rich, detail-led design exploration
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Manual Wireframing — to map out elegant, intuitive user journeys
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Brand Style Guides — to ensure consistency across digital and print touchpoints
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Hoarding & signage design adapted for high-impact offline presence
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Visual system built to scale from screen to street
The Result
A website prototype and brand story that positioned Rasvriti (now Tulsi Madras) as a timeless label for the modern saree lover. The project brought together storytelling, strategy, and design with a quiet power—setting the tone for the brand’s next chapter.
