I developed a range of home accessories for a new brand called Annasimona to be launched in the US. My role was not only to study the Americans, but also to chalk out the essence of the new brand to create products that depicted the identity of the brand, withstood the competition of potential competitors and satisfied target consumers.

After researching consumer trends and competitors we zeroed in on the target audience— young achievers tired of their fast lives and in search of inner peace. Therefore, we short listed the theme ‘Ethereal’ meaning ‘heavenly’. After studying the potential competitors we decided that every product would have an element of surprise to it which would be its unique selling point.

After finalizing the theme and the brand essence, we followed a systematic design process which involved conceptualization, material exploration and prototyping. The most challenging task of the entire diploma project was prototyping as I had to find vendors who would not only manufacture the prototypes, but also do the mass manufacturing of the products on orders.

The project offered ample scope to use my negotiation skills and product manufacturing skills. I realised that to be a good designer one has to be a jack of all trades and a master in every single one as no design is complete in isolation from the practical issues like budgets, vendors and most of all the profit bringing buyers.