| Brand Identity |
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| IDENTITY SYSTEM |
| AL | Ashima Leena |
| The Ashima-Leena label, projects itself at the helm of global fashion today. As a fashion brand the identity required a certain level of flexibility to be able to branch out into different streams of merchandizing. The elements used resound the style of embroidery used in the couture collection. The 'tree of life' stood as an apt source of inspiration for the entire project. Elements of butterflies and bird were integrated with the intricate tree and applied in the store interiors, price tags and bags. Printing techniques such as laser cutting, U.V and embossing were used to give the brand a premium and exclusive look. The store interiors were designed, styled and executed by Lotus. |
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