a daughter brand takes root

work done at Itu Chaudhuri Design / role design concept & development / client Ashima Leena

Ashima and Leena are a well-regarded bridal couture duo whose work is distinguished by the extensive use of traditional embellishment techniques. Without a formal identity in place, the need to create a strong brand image arose as the next generation stepped into the business with a new pret label.

An analogous identity imagines both brands supporting each other. The couture line is elevated by greater visibility through the pret retail line while the latter leverages the former’s reputation.

The design captures the femininity and richness of the two brands, with a modern flair. It is built around a leaf motif that propagates into a multitude of forms across sales materials, collaterals, interiors and stationery. Their culmination is in the tree of life on the floor of the store, flowing in elegant flourishes.