Arazzo

Italian design meets Indian living, with European precision in between.

For Beautiful Homes by Asian Paints, this became the foundation for a luxury kitchen and wardrobe brand, shaping everything from its positioning and name to its collection architecture and visual identity.

Global sensibilities made personal
Our positioning, “Very Italian, Very You”, brings together the artistry and sophistication of Italian design with the warmth of Indian living.

A name that weaves it all together
Arazzo, meaning a woven artwork or tapestry, was a natural fit. Layered, intricate and made to be cherished over time, it became a metaphor for collections that bring together personal expression, and enduring German and Austrian engineering.

Architecture with room to grow
We created a collection architecture with Italian-inspired names, giving every collection its own character while keeping it part of the larger Arazzo world. New collections can come in without the brand losing its distinctive thread.

The visual identity brings the positioning, name and collection architecture together into a sophisticated brand world, with elegant typography and colour, a distinctive brand pattern and imagery that celebrates craft and contemporary living.