we began by creating a back story for “anna”, which revolved around her being a traveller who was mesmerised by her time in india, and decided to set up her roots in the country.

coming from the world of  fast fashion, the founders wanted to shift focus and create a slow fashion brand, that was eco conscious and sustainable in its functioning from sourcing of raw material, to packaging of the end product. they also wanted to prioritise hiring morewomen in their factories and providing fair pay to all local artisans involved.

the visual identity needed to be inspired by certain brand values- feminine, fluid, soft, inclusive, colourful, and sustainable. the logo motif is a representation of a tree swaying in the wind, and the word mark is a combination of a grotesque sans-serif font and a hand written font.

while most people associate sustainable brands with muted earthy colours, we used a bright saturated colour palette to capture the beauty that “anna” sees around her in india.