The brief challenged us to design a merchandise product page for a Formula 1 driver. Rather than creating another racing-inspired collection, I wanted to tell a story.

Drawing inspiration from Arvid Lindblad’s Indian heritage, I developed Zardosi—named after the centuries-old art of intricate gold embroidery traditionally found in Indian textiles. The collection reimagined Formula 1 merchandise through a more regal lens, combining luxury, heritage, and performance into a single visual identity.

I began by designing the apparel itself before building the world around it. Gold detailing, ornate patterns, and rich textures informed every design decision, transforming the collection into something that celebrated culture rather than simply displaying team branding. To complete the experience, I designed a premium e-commerce product page that reflected the same visual language, using elegant layouts, immersive product imagery, and refined interactions to position the collection as luxury streetwear rather than conventional sports merchandise.

The project became an exploration of how branding, interface design, and cultural storytelling can work together to create products that feel both modern and deeply personal.