Scope of work: Brand Strategy, Research, Brand Identity, Collaterals and Brand Touch Points
Sector: Interior & Furniture
Date: May 2022
A small store on Orphangunje Road harbored a dream, larger than life. Over 22 years, Mr. Amit Choudhary blurred the lines between form and function, changing how Calcutta saw furniture forever.
After more than two decades, it was time to evolve, change and create space for new things. Art Collection didn’t just want to add new products but to take a step back to understand its vision.
We worked with the Art Collection team to give the brand an evolved vision, a new voice, and a researched strategy which later led us to change the name and identity.
We started with research, we wanted to understand and learn about the current market to understand what’s happening to create something exciting in a sea of brands. After tons of research, market surveys, and consumer interaction - We strategically defined the brand purpose and the brand narrative. This then informed our design for the brand identity and visual language.
Home is a personal and emotional space for each individual. We wanted the consumers to understand that furniture is not just objects but products that evoke emotion and truly resonate with your style. To communicate that effectively we named the new and evolved brand HOUSE OF AC.
A house of all things space, art, and design with different meanings of AC (not just art collection) communicating our principles and beliefs.
HOUSE OF AC - A brand that curates thoughtful spaces, and works with different communities in the art and design sectors to create unique furniture and decor accents that are not only beautiful but also functional and comfortable.
With the belief that design can make everyday lives better and meaningful and make you fall in love with your personal space.
A brand that has multiple touchpoints with the consumers needs a simple yet distinct visual language which was done through different collaterals like business cards, order confirmation forms, invoices, and product leaflets. etc. Each touchpoint was re-imagined using the new brand system.
Every decision made by the consumer makes is very tactile. To enhance the experience and yet create a system, we created swatch cards and materials boards that consumers can pick up from while making a decision.
This makes the experience more real and easy for the consumers and gives them the freedom to make informed decisions.
“ Working with Sejal was indeed a fabulous experience, her ability to understand the brief and execute the same is what sets her apart, Her creativity plays an important role in using in-hand resources to the fullest to achieve the desired outcomes.”
- Aman Choudhary, Director and Creative Head