Ikai Asai

2020, Website, Film, Experiential

Branding a soulful handmade tableware line rooted in India’s craftsmanship legacy

The culinary offerings exist as 4 distinct collections inspired by 4 expressive emotions—contemplation, passion, mischief, and royalty.

Role→ Strategy, Copywriting, Creative Production

Client → Ikai Asai

Impact → Launch at international home decor trade show Maison&Objet Paris 2020.

[what] Ikai Asai rests on the vision of inspiring you to create—of building an integral space for artists, craftsmen, and designers to express and experiment in collaboration and evolve a global creative language.

[how] Create interconnected, immersive spaces for audiences to explore each collection through the lens of its makers. It is an homage to the brand’s artisanal roots in India and honors the legacy of craftsmanship.

Each collection synonymous with an emotion was organically narrated through 4 stages of making—site inspiration, designer approach, craft cluster, and hosting experience.

Real-life imageries captured during the shoot of the brand film informed the brand’s visual language to emphasize the process as much as the product.

A capsule “hosting” experience was presented to visitors at the Paris et Objet exhibition stall featuring a selection of products from each collection.

Creative Direction Cyril

Art Direction Natasha

Design Strategy Shristi Singh

Filmmaking Munir