The Ancestry brand reflects the evolving tastes of the modern Indian woman, who is rooted in her ethos yet open to fine global lifestyle trends. On a canvas monopolised by traditional craft-based lifestyle brands, the Ancestry brand name and positioning stands out with its keen understanding of the dual personality of the modern consumer.
The free-flowing handwritten logotype combines a sense of continuity with a distinct personality. The tagline ‘Stories retold’ is true to the brand essence and offering: reinterpreting traditional crafts through a contemporary lens.
The store design uses every core asset of the brand visual identity – notably the arch element — in its spatial and interior design. Renditions of the arch are seen in the store architecture as well as across product merchandising elements, enabling a rich and consistent brand experience.