ABOUT THE BRAND
Aathmika is a natural clothing brand for the little ones we love. It is timeless style with a modern twist. The jolly journey for the brand began in 2016 when they wanted clothes that let the little ones be little. Clothes that were made out of the purest and softest fabrics, that was sustainable and affordable. So they made it their mission to make chic outfits for the little stars that put big smiles on their faces.
Background & Problem Statement
Aathmika team was not happy with their previous branding because there was no clear distinction coming out as a brand. Also, kids clothing is very sensitive and target audience is parents that was totally overlooked previously. How to make sure right message is communicated was main challenge. We brainstormed with both founders and made complete gap analysis as well as learning from previous launch. We did detailed understanding of fabrics and their garment design process. Based on that whole design approach was prepared by #theideapeople.