Category: Contemporary Indian Apparel / D2C
Agency: The Frangipani Co.
(Culture & Design Arm of LIBRE Atelier)
Status: In Development
Context
ZOHRA is a contemporary Chikankari brand emerging from Lucknow - the city of Nawabs. In a category shaped by bridal excess and repetitive craft narratives, the opportunity was to reposition Chikankari as modern, everyday refinement.
The Frangipani Co. partnered with the founder to build a culturally grounded yet globally relevant brand expression.
Belief
Grace is restraint.
ZOHRA treats embroidery as breath - light, architectural, intentional. Luxury is expressed through air, proportion, and quiet detail.
Category Expression
Fluid silhouettes.
Disciplined palettes - ivory, sand, muted rose.
Minimal, spatial embroidery placement.
The visual language draws from Lucknow’s arches, courtyards, and shadowed corridors translating Nawabi elegance into contemporary clarity.
Strategic Intent
ZOHRA is structured as a digitally native, design-led brand focused on recognisability and continuity over trend.
The ambition is to establish a new reference point for modern Chikankari - refined, composed, and enduring.
Our Role
The Frangipani Co. defined the brand and communication strategy, brand asset & identity - aligning craft heritage with contemporary discipline.
Status
ZOHRA is currently in development, marking the beginning of a modern Lucknow chapter.
Category: Interior Ambience / E-commerce
Agency: The Frangipani Co.
(Culture & Design Arm of LIBRE Atelier)
Status: In Development
Context
A Multi-Sensory Atmosphere Brand
ROOM THEORY™ is a contemporary Indian home ambience brand built for the evolving urban consumer. In a category shaped by trend décor and imported minimalism, the opportunity was to create something more intentional, a brand centred on how spaces feel.
The founders partnered with The Frangipani Co. to shape the brand’s foundational philosophy, sensory language, and long-term direction.
Belief
Atmosphere is a design decision.
ROOM THEORY™ approaches the home as a sensory environment. Each product is conceived not as décor, but as a coordinated sensory element, influencing mood, rhythm, and experience within everyday living.
Category Expression
The brand’s first expression explores Light & Flame.
Fragrance plays an essential role, not as a trend note or ingredient list, but as mood architecture. Colour, scent, and material are developed in alignment, creating a cohesive sensory identity. This establishes the foundation for a broader atmospheric system, built with intention and restraint.
Strategic Intent
ROOM THEORY™ is structured as a digitally native, design-led brand with long-term cultural ambition. Its focus is not on rapid expansion, but on building recognisability, coherence, and emotional recall. The aim is to evolve into one of India’s most referenced multi-sensory ambience brands, defined by clarity, confidence, and consistency.
Cultural Context
Indian homes are no longer static showpieces.
They are hybrid spaces, for work, solitude, ritual, and gathering. ROOM THEORY™ responds with a new design language: Minimal without imitation. Premium without distance.
Confident with colour. Grounded in sensory experience.
Our Role
The Frangipani Co. worked in close alignment with the founder to:
Further strategic details remain confidential.
Status
ROOM THEORY™ is currently in development.
Its first chapter represents the beginning of a larger atmospheric vision.
Category: Gourmet Salts / Artisanal Pantry
Agency: The Frangipani Co.
(Culture & Design Arm of LIBRE Atelier)
Status: In Development
Context
A Desert-Origin Culinary Brand
MARU SALT is a contemporary Indian gourmet salt brand rooted in the landscape of Rajasthan. In a category dominated by commodity pricing, functional packaging, and global imports, the opportunity was to reposition salt not as an ingredient - but as origin, climate, and craft.
The founders partnered with The Frangipani Co. to define a culturally grounded yet design-forward identity that elevates regional salt into a premium, export-ready expression.
Belief
Salt carries geography.
MARU SALT approaches seasoning as a reflection of place.
Each variant is conceived as a climate expression, shaped by desert sun, mineral terrain, and regional botanicals.
The brand is built on the belief that even the most everyday ingredient can embody cultural depth when framed with intention.
Category Expression
The first collection explores Desert Infusions.
Garlic, Chilli, Jeera, and Lime blends are developed as sensory extensions of Rajasthan’s terrain. Packaging draws from sun-washed walls, mineral pigments, and architectural textures — translating desert atmosphere into a refined, tactile format.
Typography remains restrained. Colour is intentional.
Texture replaces ornamentation. The result is a pantry product positioned with editorial clarity rather than rustic nostalgia.
Strategic Intent
MARU SALT is structured as a digitally native, design-led culinary brand.
Its ambition is not mass-market ubiquity, but distinctiveness within the premium food and lifestyle space.
The strategy prioritises:
The long-term aim is to establish MARU as a reference point for modern Indian artisanal pantry brands - minimal, confident, and rooted.
Cultural Context
Indian ingredients have global resonance, yet their design language often remains underdeveloped.
As contemporary consumers seek provenance, craft, and aesthetic integrity, MARU SALT responds with a new expression of culinary India: Refined without dilution. Heritage without heaviness. Minimal without Western imitation. It repositions Rajasthan not as folklore - but as form.
Our Role
The Frangipani Co. worked in close collaboration with the founder to:
Further strategic details remain confidential.
Status
MARU SALT is currently in development.
Its first collection marks the beginning of a broader desert-origin culinary vision.
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