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Future Style Lab

Scope of work

Positioning, Visual Identity, Guidelines, Retail Graphics, Communication, Campaign

Reimagining a Modern Indian Lifestyle

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.

Every element of the visual language, from the understated colours to the warp and weft signature pattern, reflects the duality of the modern Indian consumer, and plays up the rooted yet progressive brand spirit.

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