Phalam

Art Direction
Identity Design
Illustration
AGENCY- ONE47

Fruits traveled far, stories deep,
Luxury once for kings to keep.
Now wrapped in silk, packed with flair,
Unboxed with love, a gift so rare.

Phalam is a premium fruit-gifting brand that sells globally sourced exotic fruits.

CHALLENGE

The category looked premium, but felt generic. Phalam needed a powerful identity that conveyed luxury with heritage depth and real gifting emotion.

INSIGHT

Exotic fruit gifting today has become visually premium but emotionally flat. Consumers crave meaningful gifting, cultural depth, and sensory richness, not just minimal aesthetics.

IDEA

Reframe Phalam as the modern expression of royal fruit gifting, where rarity, emotion, and thoughtful carriage define luxury.

EXECUTION

Designed the identity around the Royal Fruit Caravan metaphor. Custom illustrations of legacy carrier animals and journey-inspired patterns encode heritage, while refined typography and structured guidelines systemise premium emotion across packaging and brand touchpoints.

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Process BTS (For people who might think this is done by AI)

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Hi I'm Shweta. I’ve spent the last 15 months at One47 as a Communication Designer, where I worked across branding, illustration, art direction, and social-first visual storytelling for fast-growing brands. I recently graduated with a B.Des in Graphic Design and now freelance while actively upskilling and refining my creative practice.
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