Anantaya Reincarnation

ANANTAYA REINCARNATION

PROJECT

REINCARNATION

LOCATION

JAIPUR, INDIA

DATE

2023

BRAND REINCARNATION

FOR THE WORLD OF ANANTAYA

ANANTAYA REINCARNATION

2023
JAIPUR, INDIA

BRAND REINCARNATION

FOR THE WORLD OF ANANTAYA

Reincarnation: the act of stepping into a new form, a rebirth with renewed clarity and purpose.

TRANSFORMATION

Anantaya is an Indian craft brand that works with traditional techniques to create unique objects of decor, tableware, lighting, and furniture.

Before the reincarnation, Anantaya’s presence was unclear. Despite its proven legacy of beautifully crafted, high-quality products, it was not easily identifiable or memorable. Fragmented communication left Anantaya without a bold voice or a connection to today’s audience.

Inspired by the intricate patterns of Earth seen in traditional thathera craft, this lamp

The 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.

Anantaya transformed into an 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 recontextualising Indian crafts, making it both relevant and aspirational.

Anantaya means to possess the infinite. From this starting point, Anantaya was reimagined not just as a maker of products, but as a legacy brand that is changing the perception of Indian crafts on a global stage.

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

The strategy for Anantaya was to distill its vast legacy into a unified, powerful expression—always aspirational yet approachable, mystical, and rooted in India.

At its core, the brand positions Indian craft as rare luxury: timeless, relevant, and continuously evolving with the world.

This clarity allows Anantaya to move beyond being just a maker of objects to becoming an experience—one that sparks curiosity, stimulates conversations, and connects global audiences to the excellence of Indian artisanship.

The strategy for Anantaya was to distill its vast legacy into a unified, powerful expression—always aspirational yet approachable, mystical and rooted in India.

At its core, the brand positions Indian craft as rare luxury: timeless, relevant, and continuously evolving with the world.

This clarity allows Anantaya to move beyond being just a maker of objects, to becoming an experience—one that sparks curiosity, stimulates conversations, and connects global audiences to the excellence of Indian artisanship.

BRAND STRATEGY

The visual identity of Anantaya balances the richness of Indian heritage with relevance to the new age. A graphic system that is malleable across time and medium.

VISUAL IDENTITY

SHIFTING THE PERCEPTION OF TRADITIONAL INDIAN CRAFTS

Flowing lines, golden borders, and motifs inspired by textiles and architecture create a sense of infinite movement- unmistakably Anantaya across every touchpoint.

VISUAL IDENTITY

The visual identity of Anantaya balances the richness of Indian heritage with relevance to the new age. A graphic system that is malleable across time and medium.

Unmistakably Anantaya across every touchpoint.

Anantaya’s packaging system extends the brand’s graphic language into object form.

On a deep black ground, violet lines run across surfaces — structured yet organic, like threads stretching endlessly. Gold borders recall the meticulous pallus of Indian saris, their hand-drawn motifs inspired by Indian art and architecture. Each element is bound by precision yet carries a sense of movement — a reminder of Anantaya’s own name: the eternal flow.

The result is packaging that frames the object with the same care as the object itself. To open it is not to discard, but to unfold another layer of the brand’s world. The boxes and envelopes are not shells to be thrown away — they are part of the experience, designed with the same intention as the object they contain.