esthrea
a century-old furnishing brand carrying its heritage forward with contemporary design.
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problem
this kerala-based furnishing brand had been around for more than 120 years. generations of families knew them. their name carried trust, reliability and cultural weight. but the market around them had changed. younger buyers wanted contemporary design. online-first competitors were moving faster. and the brand’s identity no longer reflected the quality or heritage it carried. they needed a rebrand that honoured where they came from without feeling stuck in it.
solution
the rebrand gave the company a renewed presence without disconnecting from its roots. long-time customers felt the continuity. new customers discovered a brand that looked modern, thoughtful and aligned with today’s design expectations. a 120+ year old furnishing business stepped into the current market with clarity and purpose, carrying its legacy forward without being held back by it.
we began with their stories. handwritten archives, old signage, textures from their earliest fabric collections, and memories passed down within the company. this gave us a sense of their true personality: steady, rooted, craft-led and quietly premium.
instead of discarding the past, we looked for elements that could evolve. we studied the original mark, type styles used in their early years, the motifs that appeared across their older catalogues and store branding. our goal was to retain familiarity while building relevance for the next decade.
we then mapped where they needed to go. current homeowners were looking for simplicity, warmth and intentional design. so we built a visual system that sat between heritage and modernity. refined typography with heavy kerala-inspired forms. a colour palette grounded in natural dyes, wood tones and fabric textures. patterns that referenced traditional weaving techniques without feeling ornamental.
the logo was redesigned with restraint. contemporary in structure, but carrying echoes of their legacy identity. recognisable to older customers, refreshing to newer ones.
we extended the system into digital presence and retail communication. everything was crafted to feel premium, timeless and confident, without losing the honesty the brand was known for.
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