Saturday, 15 May 2010

Ethique - Furniture Brand Identity


To Create a Corporate Identity for Ethnique, a Furniture Brand in India along with Advertisements , floor and ceiling graphics, In store Graphics and Merchandise.

Basic Proportion 

Ethnic is the most expensive brand made of hard teak wood and has characteristics of its name in combination to hard wood, bamboo mats are also used to give texture and furnishings to decorate. Its also the most durable furniture.

Target Audience

Ethnic is a expensive and a classy brand and its aimed at the higher segment of the society which is the rich class.


To create a Brand Identity for Ethnique along with a complete range of instore graphics to give a rich and a classy look.

Brand Values

As this is a new brand and wants to establish itself into the higher segment. There is no specific colour palette assigned but however the brand wants to create a rich and classy outlook for itself.

Tone Of Voice 

It should showcase the brand as Elegant, Exclusive, and Stylish. The outcome should be Royal but at the same time should be graceful and nice.


The media for the entire brand identity should be digital and print. The final product should however has to come up on to a wide variety of media such as  Website, Posters, Brochures, Invitation Cards, Letterheads, Bags etc.
The design should be flexible in order to apply on all the above.

Background Information

Ethnic is a newly created brand which wants to carve out its own identity in the furniture market with its rich and classy designs. The aim of this project is to propel the brand into the elite section as to earn a rich name to itself.

Ethnique is a new furniture brand which comes from the Indian state of Rajasthan. Rajasthan is a colourful, vibrant state in North western India. It has life in all the aspects as you can find its Architecture, way of living, food, clothing all sharing a common platform which traditionality and authenticity.

Ethnique wants to establish itself as an Royal, elegant, and a exclusive brand for the rich and elite class and wants to have some aspects of its origin in the identity as it can relate it to its designs irrespective of it opening stores across Main cities like Mumbai, New Delhi, Kolkata, Hyderabad, Chennai, and Bangalore which is the main cities which it wants to target.

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