Brand Tone

Aspirational, Artistic, and Contemporary. It blends modern design language with traditional Indian aesthetics, creating a voice that is both sophisticated and free-spirited. Communication is elegant, refined, evocative, and descriptive. Also educational, passionate, and inspiring, adopting a playful, bohemian vibe.

Brand Values

• •Affordable Luxury
• •Contemporary Aesthetics
• •Artisanal Craftsmanship & Heritage
• •Creative Expression & Passion
• •Comfort and Wearability

Best Practices

• •Create a Brand Voice Chart: Develop an internal document that clearly defines the brand's voice and tone using a 'We Are... / We Are Not...' format (e.g., 'We are: Artistic, Spirited, Elegant, Inspiring. We are not: Exclusive, Overly Formal, Complicated, Unprofessional.').
• •Embrace Storytelling in All Communications: Weave the powerful 'doctor-designer' origin narrative into all content (social media, product descriptions, email marketing) to reinforce brand values of passion, precision, and dedication.
• •Use Evocative and Sensory Language: Describe the 'why' behind a design, not just the 'what' (e.g., 'A sun-drenched marigold hue that captures the spirit of a summer afternoon' instead of 'yellow dress'). This aligns with the artistic and aspirational tone.
• •Align Customer Service Language with Brand Tone: Ensure all communication, especially when handling complaints, is empathetic, professional, and solution-oriented, reflecting the care and precision inherent in the brand's medical background, to address the gap between brand image and customer service perception.
• •Maintain Visual and Textual Cohesion: Ensure brand photography, videography, and graphic design style mirror the copywriting tone, featuring clean, elegant visuals with a sense of movement and freedom. The visual and written narrative must work together to tell the same free-spirited, contemporary story.

Social Perception

Largely positive, viewing them as innovative and trendsetting with a unique 'doctor-designer' background that adds authenticity. Designs are seen as a refreshing fusion of styles. However, there's a significant disconnect due to poor customer service, including communication issues, unmet delivery promises, and sizing problems, which is damaging their reputation online.

Copy Examples

• •Where the Mediterranean sun meets modern romance. Introducing RIVI'ERA — a celebration of carefree elegance and sun-kissed hues. We designed these pieces not just as garments, but as a feeling: the warmth of adventure, the freedom of a summer breeze. For the woman who carries stories in her soul and wanderlust in her heart. Discover the collection online now. #RishiAndVibhuti #Riviera #ContemporaryCouture #AffordableLuxury
• •Tradition, reimagined. The 'Inayat' Pant Saree defies convention while honoring heritage. Tailored for the modern woman, its clean lines and pre-draped silhouette offer the grace of a saree with the ease of a pant. Crafted from flowing crepe with our signature ring tassel details, this piece is a testament to free-spirited elegance and sophisticated comfort. Move, dance, and conquer your day —effortlessly. #MadeToMove #ModernIndian #PantSaree
• •From sutures to stitches, our journey has been anything but ordinary. As medical doctors, we learned the art of precision. As designers, we discovered the freedom of expression. Rishi & Vibhuti was born from this unique intersection —a passion for the human form and a love for fashion's power to tell stories. We believe in affordable luxury, in designs that are both striking and spirited, and in the courage to follow a passion. This is more than a label; it's our story, woven into every piece.
• •Tired of the same old bridesmaid look? Shine in silhouettes that celebrate you. Our collections blend contemporary cuts with timeless Indian craftsmanship, creating looks that are as unique as your friendship. Think flowing anarkalis and chic pant sarees perfect for dancing the night away. Be the bridesmaid they'll all remember. Shop our wedding edit.
• •For us, it started in medical school, with a shared passion for creative expression that couldn't be ignored. We took a leap, blending our worlds to create a label that stands for striking, free-spirited design. Rishi & Vibhuti is proof that you never have to choose just one dream. We pour that same passion into every collection, crafting affordable luxury for women who write their own rules. Thank you for being part of our journey. #DoctorDesigners