LABEL AAKARSHI KAPOOR

beauty of the simplest techniques, crafts and fabrics

RE-BRANDING IDENTITY, VISUALS & PROCESSES

Label Aakarshi Kapoor is a seed beginning of a dream project of a young textile designer who aspires to create meaningful clothing using conventional techniques. As much as the creations spoke of the fine design and craftsmanship, there always remained a gap on translating the same to the customers on the digital space. It was challenging to deliver excellence with a new label in the most populous industry set with a distinctive brand identity. Here's how we began connecting the dots to represent the true messaging of the brand.

The euphoric moment came when we decided to introduce the brand as an advocate of 'informative fashion'. In the rage of fast fashion, the consumer orients the purchase by just the name of the brand and is unaware & uneducated about the actual product. While the silhouettes speak of the textile, techniques and tangents of fashion, the content becomes the medium to express & elaborate the same. Once deemed to be limitations now became strengths to endorse the brand where 'made-to-order' is now tweaked as 'personalised boutique experience', the inactivated website gave us an opportunity to put to test the community interaction method to map the customer journey.

Lastly, visual aesthetics & language were no more limited to model shoots but had

wider canvas to work with people & product. ​​​​​

Grid 1.0 Customer Journey Mapping

A gripping customer experience mechanism is the key to acquisition and retention of the target audience. Minimal visual-conversational approach was implemented to educate the customer about the whole process.

Grid 2.0 Content creation & visuals development for digital

Grid 3.0 Brand Visual Identity Upgrade

Experimenting with colour gradient using 3 complimentary colours pink, white & blue to give a breather. Typography Font styles Cochin Regular & Italics have been used to elicit the emotion of confidence & compassion towards textiles. The logo AAKARSHI KAPOOR is set in two different font styles & structures to break the monotony of eyes keeping it minimal & simple.

The imprints otherwise used on clothing is layered along the gradient to strengthen the messaging making it less distractive.

Grid 4.0 Detail-oriented visuals Silhouettes becoming the prime focus on the frames, product descriptions now a part of the posts so the viewer gets first hand information about the product, Model shots accompanied with detailed frame highlighting the craft and details

Grid 5.0 Re-introduce Model shoots

Product-focused frames > Human-focused frames

- FUTURE DEVELOPMENTS IN THE PROJECT TO BE REVISED & RECORDED WITH TIME -