The client, having previously operated exclusively in the B2B space, was entering the B2C market for the first time. They required a distinct name and visual identity that could establish the brand as a leader in luxury cutlery. The goal was to create a globally aspirational identity that would also resonate strongly with the Indian audience.
Conceptualization
Naming
Brand story
Created luxury identity system
Brand ethos
Tone of voice
The objective was to build a refined luxury brand identity while crafting a unique market positioning that would allow the brand to stand out in an otherwise crowded landscape dominated by mass-market players.
They are affluent Indian
households, luxury
gift-givers, discerning
collectors and
connoisseurs, as well as
those within hospitality
and premium dining.
Together, they represent a
segment that values
exclusivity, craftsmanship,
and elevated cultural
experiences.
Alankra stands out by
transforming cutlery from a
functional item into a
luxury heirloom rooted in
Indian heritage.
It uniquely owns the
premium gifting space—ideal
for weddings and
milestones—and speaks in a
refined, poetic voice that
elevates dining into a
cultural experience.
For discerning individuals, collectors, and gift-givers who desire objects of refinement, prestige, and lasting value, Alankra is a luxury cutlery brand that transforms tableware into treasured heirlooms, because each piece is intricately designed, adorned with detail, and crafted with the elegance of royalty
