I Am Prakriti
Exploring Environmental Storytelling Through Apparel
REFLECTIVE, HOPEFUL, PURPOSEFUL
I Am Prakriti began as both a design experiment and a personal belief system. Created alongside my father, the project explores whether everyday products can foster a deeper connection between people and the natural world.
The name translates to "I am nature" — a reminder that humans are not separate from nature, but intrinsically part of it. This idea became the foundation for the brand's identity, communication and product design.
The project was conceived as a digital-first brand, with Instagram serving as the primary platform for storytelling, product launches and community engagement.
THE CHALLENGE
Environmental communication often relies on fear, guilt and alarming statistics.
The challenge was to create a brand that encouraged environmental awareness through curiosity, beauty and emotional connection instead.
Rather than asking people to care about nature, the goal was to help them see themselves as part of it.
Behind The Scenes
FROM IDEA TO PRODUCTION
Unlike most portfolio projects, I Am Prakriti moved beyond concept development into manufacturing
and distribution.
From sourcing materials and managing production to developing collections and building the brand's communication strategy, the project provided first-hand experience of creating a brand from the ground up.
Designing A Brand With Purpose
The visual language combines editorial-inspired layouts, restrained typography and nature-led imagery to create a system that feels thoughtful, contemporary and timeless.
The objective was not to create a "green brand," but a brand that could communicate environmental values without relying on familiar sustainability clichés.
Creating Value Through Collaboration
A core part of the project is collaboration.
Each collection features the work of photographers, artists and illustrators whose perspectives help tell stories about local ecosystems, wildlife and conservation. A portion of proceeds from every collection is shared with the contributing creatives.
AVES - 1 COLLECTION
Rather than treating garments as merchandise, the designs were developed as conversation starters — drawing attention to native species, overlooked ecosystems and the relationship between people and the natural world.
BIRD PAIR COLLECTION
IRREVERANT COLLECTION
Photography became an important part of the visual language, allowing real stories from nature photographers to become part of the garments themselves.
The result is a collection that feels documentary, personal and emotionally engaging rather than purely decorative.
Not every environmental conversation needs to be serious. To reach a broader audience, the brand also explored a more playful visual language through illustrated characters inspired by native bird species.
Building A Living Brand
SOCIAL MEDIA
Because the project launched first through social media, the platform became the primary space for experimentation, storytelling and community building. Motion, photography, illustration and editorial content were combined to create an evolving brand experience rather than a traditional product catalogue.
I Am Prakriti allowed me to explore branding beyond visual identity — shaping values, products, communication, collaborations and production simultaneously.More importantly, it demonstrated how design can be used not only to sell products, but to build meaningful connections between people and the natural world.