Upgrading the standard of workplaces in aspiring India



Foundational Assets

Brand Strategy


Logo & Baseline

Visual Extensions

Environmental Branding

This furniture maker from Central India is on a mission to make high design workspaces available to emerging entrepreneurs. Through local manufacturing that uses cutting edge European technology and design inputs from a JV with an Italian firm, they make modular furniture which is international in quality, stylish, durable and accessible to all.


The visual identity has been crafted to incorporate the simplicity, minimalism and versatility of its furniture designs. The logo invokes feelings of aspiration, understated elegance, and innovation. Straight clean lines are used to form the name ‘INIT,’ which mimics the shape and flexible configuration of the actual products. The design language then carries over into other elements across a range of media.

Logo of INIT