BRAND REINCARNATION
FOR THE WORLD OF AKFD
2024
JAIPUR, INDIA
AKFD REINCARNATION
AKFD REINCARNATION
PROJECT
REINCARNATION
LOCATION
JAIPUR, INDIA
DATE
2024
BRAND REINCARNATION
FOR THE WORLD OF AKFD
TRANSFORMATION
AKFD's previous identity, built around the name Ayush Kasliwal Furniture Design, was complicated—hard to catch and visually less legible. The intention with the reincarnation was simple: to preserve the artistic and industrial sensibility of the studio while making the brand sharper, simpler, and more enduring.
The result was AKFD—stripped back to its essence, bold in its clarity. A strategy and visual identity that embody essentialism: never more than necessary, never less than beautiful.
Our approach was to dive deep into discovery, sense-making and possibility mapping for the brand. Instead of making the visual identity the prime focus, we treated that as a by-product of the strategy. This project in many ways, lay the foundation of what AGAIN is and what we stand for.
We transformed Anantaya into experience, value and essence- a brand world that is immersive and premium. The reincarnation shed the old body and gave Anantaya a renewed flow, and a new belief in recontextulising Indian crafts, making them both relevant and aspirational.
Anantaya means to possess the infinite. From this starting point, we reimagined Anantaya not just as a maker of products, but as a legacy brand that is changing the perception of Indian crafts on a global stage.
BRAND STRATEGY
At the heart of AKFD’s reincarnation is design—essential, intelligent, and uncompromising. The brand’s new-age presence draws from this central force, positioning AKFD as an emblem of industrial elegance and the philosophy of great design. Rooted in essentialism, AKFD’s design philosophy removes the unnecessary while retaining all that makes an object both functional and beautiful.
VISUAL IDENTITY
The strategy distilled this ethos into a clean, legible, and timeless visual identity—one that balances artistic sensibility with industrial clarity. This identity became the foundation of AKFD’s renewed persona and was expanded seamlessly across touchpoints, ensuring consistency, recognition, and relevance for today’s world.
AKFD SOCIAL PRESENCE REDESIGN
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This project was conceived and executed with the team during Adit’s tenure as Head of Marketing at AKFD and Anantaya.
*All proprietary content and imagery are owned by AKFD Studio.
This project was conceived and executed with the team during Adit’s tenure as Head of Marketing at AKFD and Anantaya.
*All proprietary content and imagery are owned by AKFD Studio.
SPACE DESIGN,VISUAL MERCHANDISING AND CURATION
FOR THE WORLD OF ANANTYA
TEAM
__________________________________________________________________________________________________
ADIT KAUSHIK
__________________________________________________________________________________________________
SANJANA SIVARAM
__________________________________________________________________________________________________
NITIN BHASKAR
__________________________________________________________________________________________________
AKFD PRODUCTION TEAM
__________________________________________________________________________________________________
ADIT KAUSHIK,
KRATI BANGARD &
NIKHIL KAPOOR
NKHIL KAPOOR
CREATIVE DIRECTION & STRATEGY
GRAPHIC DESIGN
