Abraham &
Thakore
UNDER RABIA GUPTA
BRANDING & IDENTITY
Abraham & Thakore is one of India's leading fashion houses, celebrated for its understated aesthetic and contemporary interpretation of Indian craftsmanship. While at Rabia Gupta Design, we developed multiple identity routes as part of a brand refresh. This concept was one of the proposed directions, reimagining the brand through a timeless, vintage-inspired lens while preserving the quiet sophistication that has defined Abraham & Thakore for over three decades.
Rather than reinventing the brand, the objective was to reinterpret its heritage through a contemporary visual system. The identity was built around the craftsmanship behind the garments, taking cues from tailoring details rather than decorative motifs.
A new typographic direction introduced greater clarity and versatility while maintaining the brand's understated character. At the centre of the identity, the ampersand was retained as a distinctive brand asset, symbolising the partnership between Abraham and Thakore.
Its fluid, calligraphic geometry subtly echoes the rhythm of Indian letterforms, creating a visual contrast against the structured typography while grounding the identity in the brand's cultural context.
The visual language translated the precision of garment construction into a cohesive identity system. Stitch lines, seam details and woven trims were abstracted into modular graphic elements, creating a recognisable vocabulary that extended across packaging, stationery, retail and print.
A restrained palette of black, ivory and deep red reinforced the brand's timeless character, with the red accent referencing tailor's markings and contrast stitching. Together, these elements created a flexible identity system that celebrated craftsmanship through subtle detail, allowing the brand's products to remain the hero while giving every touchpoint a distinctive and considered presence.
