September 13, 2015 / BRANDS ARE LIKE PEOPLE
September 13, 2015
In 2005, Sudara founder Shannon Keith took a trip to India that opened her eyes to a tragedy occurring daily to women and girls throughout the country. She was forever changed by what she witnessed in the red light districts––modern day slavery. Compelled by the magnitude of the problem, Shannon returned home and decided to do something about it, and Sudara was born. Working with like-minded partners in India, women who are looking to escape the red light district are taught to sew Punjanmmies, the brand’s signature product, and are given valuable life skills with the opportunity for a new beginning.
Shannon came to Bulldog to help the brand and its mission gain more awareness and create an even more positive impact. Inspired by Shannon’s experiences, we collaborated to articulate the compelling story that explains the tragic reality and the brave women who are beginning a new life free from slavery and filled with hope.
We also took a deep look at the products to ensure they are authentically aligned with the local culture of the women and their mission to ensure the brand has permission to grow over time.
The organization needed a more fitting name. Formerly known as International Princess Project, Sudara is a play off the Sanskrit word “Sundara”, meaning beautiful. It symbolizes the charm and grace that radiates from the women they work with, the products they proudly offer and their freedom-filled mission. Next, we created a new look & feel for the brand, including the logo of a stylized and deconstructed letter “S”. Together with the dashed line element that conveys stitching, we’ve highlighted the handcrafted nature of each Sudara product. Bold color accents create a strong brand connection and provide a stunning backdrop for the logo, messaging and photography.
Sudara’s collection includes a range of fashionable pants, capris and tops––but they’d agree that nothing is more beautiful than a life of freedom.
Check out Shannon's inspirational speech at a recent TEDx talk.