Background
Almirah is a family owned and run business that makes clothes, bedding and accessories for children. It brings an ‘Indian edge’ to its work. We were approached to brand and create an identity for them, at launch.
Discovery
At first glance, Almirah sits in a crowded stylistic space: one facet of its style uses traditional prints for western-cut clothes, another references Indian pop art symbols. A few other themes can be seen. With this eclectic mix and its unique focus on children, it wins a position apart from other brands that share stylistic attributes.
Brand Idea
In our synthesis, Almirah is for westernised Indians looking to re-connect, via their children, with an Indianness that may have been lost or needs to be preserved, for the joy it offers, not as a burden. Almirah celebrates childlike charm and innocence, never seeking to make miniature adults out of kids. It sees parenting as a joy: the clothes emphasise comfort and practicality. It shuns ostentation: there is a basic, improvised quality to its products.
Almirah is about innocence on the one hand and tradition on the other. In this way, it is about the idealised memory of a childhood when life was simple, tradition easily mixed into the flow of life, and your mother’s almirah was a store of magic and comfort.
Design
The logo fronts a soft, childlike image. It employs the elephant as a central motif of the identity. The brand also influenced the store design, with an improvised, rapidly-put-together theme, with semi-exposed brickwork and shelves made of packing crates on iron brackets. An old sewing machine sits in the store as a reminder of its essential values.
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carefully crafted with love for your loved ones
Almirah is a family owned business that makes clothes, bedding and accessories for children. It brings an ‘Indian edge’ to its work. We were approached to brand and create an identity for them, at launch.
an eclectic mix of styles, and a re-connect with Indian-ness
Almirah uses traditional prints for western-cut clothes, an eclectic mix of styles with a unique focus on children. It is for westernised Indians looking to re-connect, via their children, with an Indianness that may have been lost or needs to be preserved.
a memory of childhood, simple joys and innocence
Almirah is about innocence on the one hand and tradition on the other. The clothes emphasise comfort and practicality. It is about the idealised memory of a childhood when life was simple and your mother’s almirah was a store of magic and comfort.
soft, childlike logo with elephant as a central motif
The logo fronts a soft, childlike image. It employs an elephant as the central motif. The brand also influenced the store design, with semi-exposed brickwork and shelves made of packing crates on iron brackets. An old sewing machine sits in the store as a reminder of its essential values.
sharePartner-in-charge & Creative Director Itu Chaudhuri | Art Director & Design Concept Richa Bhargava | Design Development & Production Richa Bhargava, Anoushka Garg | Project duration 6 months
