Rebranding Anika by Aabi: A Modern Heritage Saree Label

Project Type: Branding, Packaging, Visual Identity

Location: Chennai, India

Anika by Aabi is an ethnic wear brand rooted in the timeless elegance of Banarasi, Chanderi, and Kota weaves. The challenge was to reimagine the brand’s visual identity, making it feel both heritage-driven and globally relevant.

The goal was not just to design a logo but to capture the essence of India’s textile craftsmanship through a refined brand experience that connects with a new-age audience shopping both online and in-store.

The rebranding process began with a deep exploration of Indian heritage motifs, traditional embroidery patterns, and royal textile palettes. From there, I created a bespoke logotype inspired by the intricate rhythm of saree patterns, complemented by custom typography and motifs that reflect grace, craftsmanship, and luxury.

The visual language blends deep maroons and gold tones to symbolize tradition and timelessness, while minimal layouts and clean forms introduce the modernity required for digital and retail platforms.

Deliverables included the complete brand system including logo, packaging, retail bag design, social media templates, and product tags, ensuring a consistent identity across every customer touchpoint.

The new identity for Anika by Aabi positions it as an elegant, culturally rooted brand ready to appeal to both local and global markets. It celebrates craftsmanship without feeling dated, staying true to its tagline, “Be Timeless.”

A heartfelt thank you to Arun and Aabi, the founders of the brand, for trusting me with their story and allowing me to bring this vision to life.