Amardeep Design | Brand Strategy & Brand Identity

(SCROLL)EMPIRICI X AMARDEEP DESIGN

Client

Amardeep Design

Services

Brand Strategy

Brand Identity

Communication

Rebranding Amardeep Design to align with a renewed vision and strengthen connections with its audience.

Overview :

Established in 1992 as an office chair manufacturer, Amardeep Design grew into a versatile B2B furniture brand over the years, with their offerings now spanning multiple segments, such as lifestyle, hospitality, and education. As the company evolved, and a new generation came in, it became imperative to refresh their brand identity to reflect their expanded capabilities and new market positioning. Amardeep approached us to lead this rebranding effort, aiming to better align their identity with their broadened scope and target audience.

Outcome :

Our rebranding initiative successfully repositioned Amardeep Design in the market, aligning the brand with its renewed vision and purpose. The new brand identity effectively conveyed their innovative approach, resonating strongly with their primary audience—architects. This resulted in a significant shift in market perception, establishing Amardeep as a forward-thinking leader in the furniture industry. Furthermore, the cohesive brand language, emphasised their evolved design process, and helped build a deeper connection with their customers.

Rebranding Amardeep Design to align with a renewed vision and strengthen connections with its audience.

Overview :

Outcome :

Client

Amardeep Design

Services

Brand Srategy

Brand Identity

Communication

(BRAND STRATEGY)

Our strategic workshop with Amardeep was pivotal in defining the company's evolved structure and objectives. We delved into their sales process, identified strengths and weaknesses, and gained a thorough understanding of their target customers—architects. Through this process, we discovered that Amardeep’s core strength lay in supporting architects to achieve their design visions. With a vast library of resources, an inclusive design process, and the capability to custom-make furniture, Amardeep Design’s unique value proposition was their ability to provide holistic furniture solutions that aligned with an architect’s design language.

(BRAND IDENTITY)

We crafted a new identity that encapsulated Amardeep Design’s dynamic approach and commitment to innovation in design and form. The new logo features abstract shapes representing the letters A and D, symbolising furniture within a space. These shapes act as building blocks, creating diverse arrangements that help transform spaces.

(BRAND LANGUAGE)

The abstract shapes of the logo extended into the supporting design language, symbolising the endless furniture possibilities that Amardeep offers. This introduced a playful element to the brand, reflecting the dynamic and flexible process they follow. The new brand language emphasises Amardeep’s ability to adapt and innovate, reinforcing their position as a leader in providing comprehensive and customizable furniture solutions.

(AD X SKETCH)

We worked with Amardeep Design and Sketch, a fashion brand dedicated to working with children with Autism and Down Syndrome, to create an impactful presentation that showcases this inspiring collaboration. The aim was to shift the narrative by highlighting the unique skills of these children in contemporary, commercial design, making inclusion an integral part of everyday conversation. By working closely with both teams, we conceptualised and designed a presentation that vividly brings this exciting collaboration to life.