Forty years of manufacturing, no brand to show for it. An identity and packaging system built so the factory finally reads as a label.
Kidley has been making clothes in Ludhiana for over forty years — women's, men's, and kids', from innerwear to loungewear. What it didn't have was a brand. The work started with a position the family could actually stand behind: India first, fabric honesty, family always. Everything after that — the palette, the category system, the packaging — was built to carry that line onto a shelf without saying it out loud.
Five colours, three categories — navy for men's, pink for women's, coral for kids', cream holding it all together.
The colour system does the sorting. A shopper doesn't read the label to know which shelf they're at — the category tells them first, and the cream base keeps the whole range recognisably one brand. It also gave the factory something it had never had: a rule for what colour a thing is before anyone opens a file.
Hang tags and poly bags, specced to print — CMYK and Pantone values, statutory copy, and a fixed approval route.
Packaging design usually dies at the vendor. So the deliverable wasn't artwork — it was an SOP: exact colour standards, hang tag and poly bag specs, the legal copy Indian garment packaging has to carry, and a six-step approval workflow. The print now matches the design without anyone standing over it.