If you're someone who can’t resist the allure of beautiful stationery, there's a new brand to add to your collection.Introducing Undertone, a homegrown Indian brand that brings a fresh, contemporary twist to the world of stationery and curated gifting. With a wide range of products including notebooks, desk pads, gifting bags, and journals, Undertone promises to brighten your day and elevate your everyday tasks. Offering a range of notebooks, desk pads, gifting bags, journals and more, each product is crafted to bring a smile to your face. A perfect choice for curated gifting products, their journey started with a simple idea: to make every moment unforgettable.The brand’s ethos centres around creating unique items that inspire joy, connection, and celebration. Designed to be staples that enrich daily life and foster meaningful connections,quality control is at the helm of the brand.
We had the pleasure of speaking with Anisha Kumar, the Founder & Creative Director of Undertone, to learn more about the brand’s inception, journey, and vision
Can you share with us the story behind the creation of Undertone? What inspired you to start a lifestyle brand specializing in Stationery, Gifting, Experiences, and Bespoke Design Services?
Starting my own company was a natural progression fueled by my passion for aesthetics, meticulous attention to detail, and a deep-seated desire to create cherished keepsakes. My journey began with an enduring love for stationery, which, when combined with my background in fashion styling and creative direction, equipped me with a diverse and rich skill set to explore various creative avenues.
Embarking on this journey, I immersed myself in research, sourcing, and sampling, committing to understanding every facet of the process. As the pieces started to come together, I recognized that this venture transcended mere business aspirations; it was a true manifestation of my creative vision.
Can you highlight some of the key inspirations behind your designs and product offerings? How do you translate these inspirations into tangible products or experiences?
My design inspirations stem from a multitude of sources that I constantly explore to stay abreast of trends. Whether it's observing trending colour palettes, unique patterns, or even drawing inspiration from packaging designs, I'm always on the lookout for fresh ideas. With my background in fashion, I've honed the skill of creating mood boards and conceptualizing ideas, which serves as a strong foundation for my designs. I love experimenting with various printing techniques like debossing, foiling, laser prints, and more. These techniques add depth and uniqueness to each product, allowing me to express my creativity in tangible ways.
Every product I create has a distinct story behind it. For instance, my inspiration for a gifting design came from the opulence of the Victorian era, infusing it with a modern twist to captivate contemporary tastes. Similarly, even a seemingly simple floral design receives a unique treatment, resulting in what has become one of our bestsellers today. Overall, my process involves translating these diverse inspirations into tangible products or experiences by infusing them with creativity, skilful craftsmanship, and a touch of storytelling that resonates with our audience.
What sets Undertone apart from other lifestyle brands in the market? How do you differentiate your products and services?
At Undertone, we deeply value our customers' voices and prioritize engaging with them directly. We host a variety of in-person activities, such as workshops and pop-up events. These interactions provide invaluable insights into what our customers love and what they are looking for, allowing us to continuously refine and enhance our brand.Building a sense of community is at the heart of what we do. We are passionate about giving back and actively collaborating with schools in need of extra support. Our unique blend of creativity and functionality aims to make Undertone an integral part of everyone's daily life.
Your brand encompasses a wide range of offerings, from stationery to bespoke design services. How do you maintain coherence and consistency across these diverse areas?
Sure, let's say you're decorating your home. You might have different rooms with different functions - a living room, a practical kitchen, and a bedroom. Even though each room serves a different purpose and has its unique decor elements, you still want them to feel like they belong together as part of your home. Similarly, with our brand, whether someone is buying our products or using our design services, we ensure there's a consistent style or approach that ties everything together.
Undertone seems to emphasise the experiential aspect of gifting. Could you elaborate on how you incorporate experiences into your offerings and why you believe it's important?
We believe that a gift should be more than just an item; it should create memories and meaningful connections. That's why we've integrated experiences into our offerings in several ways. Firstly, our workshops in the stationery segment allow us to foster a sense of community. By bringing people together to learn and create, we're not just selling products; we're building relationships and shared experiences. Secondly, we offer personalization and customization options for our customers' gifting orders. Whether it's adding a name, a special message, or a unique design, we help our customers create truly one-of-a-kind gifts. This personal touch adds a layer of thoughtfulness and sentimentality to the gift-giving process. Hosting private events further emphasizes our commitment to providing immersive experiences. These events allow us to connect with our customers on a deeper level and tailor our offerings to their specific needs and preferences.
How do you approach sustainability and ethical practices within your brand, particularly in the context of design and production?
At Undertone, we are deeply committed to sustainability and ethical practices, particularly in our design and production processes. We've embraced a made-to-order approach, meaning we don't produce anything until an order is placed. This strategy ensures that none of our products go to waste.
Unlike other brands that often produce large quantities, sometimes up to 500 pieces at a time, we focus on creating only what is needed. This significantly reduces excess inventory and minimizes our environmental footprint.
Could you tell us more about how you collaborate with clients to bring their visions to life?
Collaboration is a big deal for us at Undertone, especially with our design and gifting services. We work closely with our clients to understand exactly what they're looking for. We chat about their vision, their style, and what they need the design for. Then, we get to work, keeping them in the loop every step of the way. We show them drafts, get their feedback, and make any changes they want until the design is just right. It's all about making sure they're happy with the end result and that it's exactly what they had in mind.
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