The brand identity is inspired by Persian minature paintings, which is an essential element of the region's visual history and vocabulary. Hunting scenes ( Shikargah شیکرگاه ) are beautifully depicted through textiles, paintings, manuscripts and objects. The primary palette, gold and hunter green, is also derived from these iconic depictions. An integral part of the composition is the Archer ( Kamandar کماندار ) that embodies valour, courage and poise. Hence, personifying the elegance of the brand through the Archer was a fitting decision.  The age old tradition of carpet weaving is vocalized through the weathered and imperfect approach of the cutout elements, composing the overall visual language of the brand. Furthermore, it takes cues from the fading frescoes of centuries-old Persian narratives. The organic qualities of the weaver's hands create beautiful and subtle handwoven imperfections, which adds another layer towards forming the Keshmiri identity.