Email:
ar.akashranjan@gmail.com
Email:
ar.akashranjan@gmail.com
Email:
ar.akashranjan@gmail.com
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Sagar Furnitures
Sagar Furnitures
Redefining Everyday Spaces with Detail, Depth, and Design Thinking
Redefining Everyday Spaces with Detail, Depth, and Design Thinking
A Legacy Brand with a New Lens
A Legacy Brand with a New Lens
Sagar Furniture has been part of Indian homes and workspaces for over four decades. Known for its product durability and regional trust, the brand had built a strong reputation — but its identity hadn't grown with it. This project set out to realign that perception through thoughtful design, without losing what made it familiar.
Sagar Furniture has been part of Indian homes and workspaces for over four decades. Known for its product durability and regional trust, the brand had built a strong reputation — but its identity hadn't grown with it. This project set out to realign that perception through thoughtful design, without losing what made it familiar.
Project Overview
Project Overview
The scope of work involved rebranding Sagar across two key verticals: Corporate and Living. While their product lines had evolved to meet modern needs, the brand’s visual language felt dated and disconnected. The goal was to build a unified identity system that could speak clearly to both segments and scale confidently across formats.
The scope of work involved rebranding Sagar across two key verticals: Corporate and Living. While their product lines had evolved to meet modern needs, the brand’s visual language felt dated and disconnected. The goal was to build a unified identity system that could speak clearly to both segments and scale confidently across formats.
Problem Statement
Problem Statement
Sagar’s existing materials lacked cohesion and clarity. Despite a loyal customer base and high product quality, the brand struggled to express itself in a way that matched user expectations today. What it needed was a design system that could simplify, organize, and elevate — while staying grounded in its legacy.
Sagar’s existing materials lacked cohesion and clarity. Despite a loyal customer base and high product quality, the brand struggled to express itself in a way that matched user expectations today. What it needed was a design system that could simplify, organize, and elevate — while staying grounded in its legacy.
Industry
Furniture Manufacturing
My Role
Lead Designer
Touchpoints
Brand Identity
Collaterals
Website
Timeline
july 2023 - October 2023
How Thinking Started
Before diving into logo grids or color palettes, I took a step back to study how other brands in the same category positioned themselves. What were they saying? Who were they speaking to? And more importantly — where was the space that Sagar could truly own?
Before diving into logo grids or color palettes, I took a step back to study how other brands in the same category positioned themselves. What were they saying? Who were they speaking to? And more importantly — where was the space that Sagar could truly own?
Brands in the same Niche
IKEA, Pepperfry, Godrej Interio, Featherlite, Durian — all strong players. Some focused on sleek utility. Others leaned heavily on aspiration. But most were missing one thing: a grounded, accessible identity that still felt designed with care.
IKEA, Pepperfry, Godrej Interio, Featherlite, Durian — all strong players. Some focused on sleek utility. Others leaned heavily on aspiration. But most were missing one thing: a grounded, accessible identity that still felt designed with care.
Mind Mapping the Space
I reverse-engineered how these brands crafted their voice and tone. Through that exercise, Sagar's natural tone started emerging — not too premium, not too mass. More like: “Thoughtfully built. Reliably yours.”
I reverse-engineered how these brands crafted their voice and tone. Through that exercise, Sagar's natural tone started emerging — not too premium, not too mass. More like: “Thoughtfully built. Reliably yours.”
Keywords
Keywords
Keywords
Durability
Durability
Affordability
Affordability
Customization
Customization
Innovative
Innovative
Accessible
Accessible
Value-Driven
Value-Driven
Sustainability
Sustainability
Functionality
Functionality
Personas
Personas
Rajat Mehra
Operational Head, Corporate Office
“I need office furniture that doesn’t just look sharp — it should work hard and last long.”
Age: 42
Location: Bhopal, India
Tech Proficiency: High
Gender: Male
Goal
Create a productive and modern work environment
Balance aesthetics and comfort for employees
Optimize space using modular, ergonomic furniture
Frustrations
Existing suppliers don't provide tailored solutions
Poor maintenance support after installation
Lack of visual consistency across office spaces
Riya Soni
Young Homemaker,
“My home is small, but I want every corner to feel like mine.”
Age: 27
Location: Raipur, Chhattisgarh
Tech Proficiency: Moderate
Gender: Female
Goal
Furnish home with compact, multi-use furniture
Express her personal style through interiors
Find reliable, locally available options within budget
Frustrations
Generic designs with limited customization
Hard to trust quality based on just brochures
Struggles with brands that don’t offer home service support
Keyword Impact
Keyword Impact
Core Value
Durability
Custimization
Sustainability
Core Value
Durability
Custimization
Sustainability
Brand Pillars
Funtionality
Innovation
Value-Driven
Brand Pillars
Funtionality
Innovation
Value-Driven
Customer Drivers
Affordability
Accessibility
Comfort + Trust
Customer Drivers
Affordability
Accessibility
Comfort + Trust
Process
Process
1. Discover & Immerse
Visited factory floors, showrooms, and customer touchpoints
Studied brochures, language, and Sagar's legacy assets
Researched competitor tone and visual systems
1. Discover & Immerse
Visited factory floors, showrooms, and customer touchpoints
Studied brochures, language, and Sagar's legacy assets
Researched competitor tone and visual systems
1. Discover & Immerse
Visited factory floors, showrooms, and customer touchpoints
Studied brochures, language, and Sagar's legacy assets
Researched competitor tone and visual systems
3. Design & Translate
Built a typography + color foundation from brandbook
Crafted visual extensions (mockups, icon system, layouts)
Created brochure touchpoints and refined use-case visuals
3. Design & Translate
Built a typography + color foundation from brandbook
Crafted visual extensions (mockups, icon system, layouts)
Created brochure touchpoints and refined use-case visuals
3. Design & Translate
Built a typography + color foundation from brandbook
Crafted visual extensions (mockups, icon system, layouts)
Created brochure touchpoints and refined use-case visuals
2. Define & Frame
Mapped brand structure into Corporate vs Living
Identified overlapping brand values and gaps
Aligned brand tone with positioning: functional meets elegant
2. Define & Frame
Mapped brand structure into Corporate vs Living
Identified overlapping brand values and gaps
Aligned brand tone with positioning: functional meets elegant
2. Define & Frame
Mapped brand structure into Corporate vs Living
Identified overlapping brand values and gaps
Aligned brand tone with positioning: functional meets elegant
4. Validate & Refine
Conducted internal review with stakeholders
Aligned messaging with modular product strategy
Finalized mockups for corporate + retail audience targeting
4. Validate & Refine
Conducted internal review with stakeholders
Aligned messaging with modular product strategy
Finalized mockups for corporate + retail audience targeting
4. Validate & Refine
Conducted internal review with stakeholders
Aligned messaging with modular product strategy
Finalized mockups for corporate + retail audience targeting
What Changed on the ground
What changed on the ground
Before
Generic communication |
Generic communication |
Same design for every product line
Same design for every product line
Heavy visuals, no clear tone
Heavy visuals, no clear tone
Challenge
Hard to connect with evolving buyers
Hard to connect with evolving buyers
No clarity between Living & corporate
No clarity between Living & corporate
Felt dated compared to newer players
Felt dated compared to newer players
After
Unified messaging across Living + Corporate
Unified messaging across Living + Corporate
Distinct systems for each segment
Distinct systems for each segment
Clean, modern, and purpose-led visuals
Clean, modern, and purpose-led visuals
ENDLESS POSSIBILITES
ENDLESS POSSIBILITES
CMYK-00:33:85:00
CMYK-00:33:85:00
CMYK-00:33:85:00
CMYK-00:99:97:00
CMYK-00:99:97:00
CMYK-00:99:97:00
CMYK-74:67:66:84
CMYK-74:67:66:84
CMYK-74:67:66:84
Visby CF
Visby CF
Visby CF
CMYK- 98:77:29:13
CMYK- 98:77:29:13
Aa
Aa
Aa
Visuals to Touchpoints
Visuals to Touchpoints
Everything was redesigned to feel clear and consistent — yet flexible enough to scale. Whether it's a catalog, a store badge, or a product tag, the experience feels like one connected thought.
Everything was redesigned to feel clear and consistent — yet flexible enough to scale. Whether it's a catalog, a store badge, or a product tag, the experience feels like one connected thought.
Design in Use
Design in Use
From brochures to uniforms, showroom signage to product labeling — the system adapts without losing coherence. And most importantly, it feels like Sagar: reliable, familiar, and ready to grow.
From brochures to uniforms, showroom signage to product labeling — the system adapts without losing coherence. And most importantly, it feels like Sagar: reliable, familiar, and ready to grow.
This rebranding wasn’t just a visual upgrade. It helped Sagar reposition itself clearly across two distinct segments. It brought structure to the brand, clarity to the communication, and flexibility to scale without losing the legacy people already trusted.
This rebranding wasn’t just a visual upgrade. It helped Sagar reposition itself clearly across two distinct segments. It brought structure to the brand, clarity to the communication, and flexibility to scale without losing the legacy people already trusted.
Building something interesting? I’d love to help.
Copyright © akashranjan.com All rights reserved
Building something interesting? I’d love to help.
Copyright © akashranjan.com All rights reserved
Building something interesting?
I’d love to help.
Copyright © akashranjan.com
All rights reserved