Projects/ Ami Dhaka

A Love Letter to Dhaka: Ami Dhaka

For Ami Dhaka

  • #VisualIdentity
  • #ContentGuidelines

Ami Dhaka is a fashion brand under the Arka Collective umbrella, using its ethos of heritage futurism to lead South Asian craftsmanship onto the world stage. With the sheen clean and elegant, Dhaka as a city takes a subtly omnipresent stage in the branding. It remains in implications, never loud; but like the city is never absent in the lived experience of the citizen, some facet of Dhaka is always present in the brand materials. The motif was born from a crossing of the city's identity and that of the citizen- the city map, anthropomorphized. As the brand markets to expatriates in addition to locals, the letter motif followed naturally from the national cultural identity. This went on to be present in the packaging and so on as well, with the initial implementation being the invitation to the launch party.

Image Content for brand
Image Content for brand
Image Content for brand
Image Content for brand

The Dhaka map takes the form of a face in profile view, which the motif derives from. It's the city, personified.

Image Content for brand
Image Content for brand

Both the symbol and the signature took an evolutionary route to ending up as their final form.

Image Content for brand
Image Content for brand
Image Content for brand

The brand itself is a love letter to Dhaka, bringing in different elements of premodern Bengali culture such as block printing, integrated here into graphics.

Image Content for brand

Zoomed-in subsection of the map edges are used all throughout graphic applications as container borders– again, subtle yet present.

Image Content for brand
Image Content for brand
Image Content for brand

The team also developed functional souvenirs for the launch campaigns making the consumers that anthropomorphizes the brand.

Stories Through Design

WORK WITH US