Nine Colours Nine Materials One Story: Concept Co’s Navratri Digital Design Campaign

Nine Colours. Nine Materials. One Story

Concept Co’s Navratri Digital Design Campaign

This Navratri, Concept Co reimagined tradition through a nine-part Instagram series — a celebration of the power of colour and material in storytelling.

Each post in the grid represented a day of Navratri, exploring the spiritual significance of the day’s colour and pairing it with a carefully chosen material — each crafted to express the essence of that energy.

A Contemporary Lens on a Traditional Festival

Navratri is a festival of rhythm, devotion, and vibrant symbolism. Each day is associated with a distinct colour — from white’s serenity to pink’s compassion — each carrying deep spiritual meaning.

For Concept Co, this campaign was an opportunity to bring cultural narratives into a modern design language.

Rather than relying on festive clichés, the team explored materiality, colour theory, and minimal composition to create a digital celebration that was both rooted and refined.

The Nine Colours and Their Stories

Each piece was designed and photographed to highlight the tactile quality of the material and the symbolic power of the colour.
 

Designing for Cultural Relevance in Digital Spaces

As social media becomes the space where brands build emotional connections, festivals like Navratri offer authentic cultural moments.

Concept Co’s campaign shows how design studios can use craft — not gimmicks — to celebrate cultural stories online.

By blending material exploration, colour psychology, and clean visual compositions, the campaign stood out for its minimal yet evocative storytelling — something rare in festive social content.

Why This Matters for Brands

This campaign serves as a template for elevating cultural storytelling in digital spaces:
 

Cultural Authenticity: Tapping into Navratri’s nine-colour tradition created immediate emotional resonance.
 

Visual Sophistication: Using real materials added depth and originality beyond standard digital graphics.
 

Consistency Across Nine Days: The grid itself became a narrative canvas — a story told one colour at a time.


Looking Forward
 
This campaign reflects Concept Co’s growing focus on cultural storytelling through design — both in physical spaces and digital expressions.

Whether it’s a storefront window or an Instagram grid, our mission remains the same:

“Turn stories into experiences through material, colour, and craft.”