Our Work
ABACA
ABACA is a luxury furniture and design studio rooted in craftsmanship, materiality, and thoughtful curation.
Every piece is designed to exist beyond trends, anchored in form, texture, and timeless aesthetics.
The challenge wasn’t to “sell furniture.” It was to translate this design sensibility into a digital world.
The challenge wasn’t to “sell furniture.” It was to translate this design sensibility into a digital world.
The Objective
When ABACA came on board in early 2025, the focus was clear:
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Build awareness among a design-conscious audience
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Create a visually cohesive catalogue online
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Establish a distinct digital identity that reflects the brand’s philosophy
Our Approach
We treated ABACA’s social presence like a living design archive.
Every piece of content was built around:
Every piece of content was built around:
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Form
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Texture
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Composition
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Negative space
Instead of high-frequency, trend-led content, we focused on:
- Intentional, design-forward storytelling
- Intentional, design-forward storytelling
Campaign Spotlight
Black. White. Crafted.
At the centre of our work with ABACA was a curated design showcase:
Black. White. Crafted.
A 3-day event that brought together some of India’s most talented artists and designers across textiles, ceramics, furniture, and more.
Built around the idea of contrast, materiality, and craftsmanship, the event wasn’t just an exhibition, it was a curated design experience.
Black. White. Crafted.
A 3-day event that brought together some of India’s most talented artists and designers across textiles, ceramics, furniture, and more.
Built around the idea of contrast, materiality, and craftsmanship, the event wasn’t just an exhibition, it was a curated design experience.
Building the Digital Campaign
For BWC, we created a full-scale visual campaign that extended the experience beyond the physical space.
Our role included:
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Campaign visual language
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Creative direction across assets
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Social media rollout
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Pre-event build-up and engagement
We focused on:
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Monochrome storytelling
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Strong typographic layouts
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Texture-led compositions
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Minimal, high-impact creatives
How We Helped
We worked with Saroj Fashions to transform their digital identity and content strategy through a mix of creative ideas and consistent execution:
1
Brand-Led
Content Strategy
Content Strategy
We developed a strategy that aligned with Saroju2019s strengths, fabric expertise, styling knowledge, and customer curiosity.
2
Signature IP:
Decoding Outfits
Decoding Outfits
To make content more meaningful and searchable, we created a property called Decoding Outfits. Short, engaging videos showing how to turn fabrics into complete looks.
3
Scroll-Stopping
Reels & Visuals
Reels & Visuals
We produced and edited short videos that highlighted fabrics in motion, styling transitions, and customer stories, creating higher visibility in feed and Explore.
4
Consistent Posting &
Community Engagement
Community Engagement
With a clear calendar and posting schedule, we kept the audience engaged through timely festive content, tips, and a strong ORM to build the community.
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- n Brand-Led Content Strategy
n We developed a strategy that aligned with Saroju2019s strengths, fabric expertise, styling knowledge, and customer curiosity.n n - n Signature IP: Decoding Outfits
n To make content more meaningful and searchable, we created a property called Decoding Outfits. Short, engaging videos showing how to turn fabrics into complete looks.n n - n Scroll-Stopping Reels & Visuals
n We produced and edited short videos that highlighted fabrics in motion, styling transitions, and customer stories, creating higher visibility in feed and Explore.n n - n Consistent Posting & Community Engagement
n With a clear calendar and posting schedule, we kept the audience engaged through timely festive content, tips, and a strong ORM to build the community.n n
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n
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