RETAIL : ASOKA
Background
Founded by British expatriates in Menorca, Spain, this store is named after the famous Indian Emperor, and retails Indian furniture, artifacts and ephemera with a high curiosity quotient.
Solution
The overall experience of this Identity attempts to engage the sensual and the cerebral to mirror the shopping experience. Whilst the logo, a contemporary, hand-lettered script reminiscent of Oriental brushwork, is configured around the centrality of the ‘O’ conveying Buddhist tenets of the middle path, the richness of the colour communicates sensuality. The familiar rendition of the Bodhisatva suggests Asoka’s legacy, whilst its use as a contemporary graphic representation - treating it as an artifact, cues the store’s ‘collectible’ merchandise.