Archaic, a contemporary bag and apparel designer, is embarking on a mission to establish a brand that resonates with the discerning Gen-Z Indian audience. The focus is on creating a brand with depth, offering minimalist and elevated daily wear that transcends the ordinary, connecting with consumers on both fundamental and aesthetic levels. This branding project aims to build a brand identity that captures the essence of Archaic's unique design philosophy and speaks directly to the aspirations of the Gen-Z demographic.

Our solution from naming to building the brand identity was to create moments of enlightenment within a minimal and simple visual system- juxtaposing pixelation with smooth curves, playing with irony and mysticism with the communication but maintaining a basic sans-serif typeface and more.

The name Archaic came about came from the desperate feeling of wanting to go back in time- taking the best aspects of the past, the craftsmanship, the connection, the creativity and offering it to the future. It allows us to reclaim the old for the new and reintroduce value to things that have long since been forgotten- like the simple functionality of a bag pack.