Aashni + Co is a multi-brand luxury retailer with flagship boutiques in London and Mumbai. Stocking names such as Sabyasachi, Manish Malhotra, Anamika Khanna and Gaurav Gupta, it has become a key destination for South Asian bridalwear, couture, and occasion dressing - both in-store and online.
The brief was to create a refined visual identity and boutique ecommerce experience that would elevate the platform while staying true to its roots in luxury brand strategy and curation.
Our role was to reposition Aashni + Co not simply as a store, but as a fashion branding platform with global sensibility - editorial in tone, culturally attuned, and coherent across all customer touchpoints.
We developed:
- A confident logotype and pared-back visual identity
- Packaging, in-store materials and printed brand books
- A content-led ecommerce platform that blended retail with storytelling
- Motion assets and fashion films shot in collaboration with Mariano Vivanco
The result was a brand world that merged contemporary London aesthetics with the richness of South Asian couture - sitting comfortably within our broader fashion branding agency work.
The refreshed identity helped position Aashni + Co as one of the most recognisable luxury marketing platforms in its space - now serving clients across the UK, UAE, US and India. With over 450,000 followers and a growing bridal and occasionwear audience, the brand continues to lead where global fashion meets cultural heritage.
