Client
Client
Assetz Properties
Assetz Properties
Agency
Agency
CCS
CCS
Year
Year
2022
2022
Role
Role
Brand Strategy, Brand Identity, Print, Website
Brand Strategy, Brand Identity, Print, Website
The Brief
When Assetz Properties approached us with their latest residential project in Bengaluru, it was clear early on that this wasn’t just another luxury development. It came with a strong philosophical foundation.
66 & Shibui draws from the Japanese concept of shibui a way of thinking that values simplicity, subtlety and quiet refinement. Our role was to translate this into a brand that felt as intentional as the architecture itself. Something understated yet impactful. Minimal, but not empty. Luxurious, without excess.
Our Approach
We began by aligning on what luxury should mean for this project.
Through conversations with the Assetz team, we collectively moved away from the idea of overt or decorative luxury. Instead, we focused on restraint; on creating value through space, materials and timeless detailing.
As we explored shibui in depth, it started shaping every strategy and design decision. Shibui wasn’t just a visual reference for us. It became a lens through which we crafted our project's communication strategy and visual identity, while creating a sense of balance.
At the same time, we kept coming back to the architecture. It was important for us that the brand didn’t feel layered on top of it. It had to feel like a natural extension.
The Process
The architecture became our starting point.
66 & Shibui’s architecture was defined by clean lines, strong forms and a striking black façade that immediately stands out. There was a clear emphasis on openness with large windows, private decks, textures and a thoughtful use of landscaping. The architectural plan design invited residents to slow down.
We translated these cues into the identity system. Our logo drew inspiration from dynamic Japanese grid systems and simple minimalistic typography. We ensured that the logo worked in various layouts without losing recognition because real estate projects can have multiple applications of their identity.
The Brief
When Assetz Properties approached us with their latest residential project in Bengaluru, it was clear early on that this wasn’t just another luxury development. It came with a strong philosophical foundation.
66 & Shibui draws from the Japanese concept of shibui a way of thinking that values simplicity, subtlety and quiet refinement. Our role was to translate this into a brand that felt as intentional as the architecture itself. Something understated yet impactful. Minimal, but not empty. Luxurious, without excess.
Our Approach
We began by aligning on what luxury should mean for this project.
Through conversations with the Assetz team, we collectively moved away from the idea of overt or decorative luxury. Instead, we focused on restraint; on creating value through space, materials and timeless detailing.
As we explored shibui in depth, it started shaping every strategy and design decision. Shibui wasn’t just a visual reference for us. It became a lens through which we crafted our project's communication strategy and visual identity, while creating a sense of balance.
At the same time, we kept coming back to the architecture. It was important for us that the brand didn’t feel layered on top of it. It had to feel like a natural extension.
The Process
The architecture became our starting point.
66 & Shibui’s architecture was defined by clean lines, strong forms and a striking black façade that immediately stands out. There was a clear emphasis on openness with large windows, private decks, textures and a thoughtful use of landscaping. The architectural plan design invited residents to slow down.
We translated these cues into the identity system. Our logo drew inspiration from dynamic Japanese grid systems and simple minimalistic typography. We ensured that the logo worked in various layouts without losing recognition because real estate projects can have multiple applications of their identity.
We chose to anchor the palette in the deep black of the structure, and upon discussions with the Assetz team, balanced it with tones of clay to introduce warmth. This contrast helped us mirror the interplay between the structure and nature.
Another key decision we made was to lean into negative space. We kept layouts minimal and uncluttered, allowing each element to exist with intention. This directly reflects the spatial quality of the homes where openness plays a defining role.
We introduced motifs sparingly, drawing from the principles of shibui and the idea of layered simplicity. Textures inspired by raw materials like cement helped us bring in a tactile quality, subtly referencing the physicality of the architecture.
For imagery, we stayed away from staged or overtly aspirational visuals. Instead, we focused on capturing stillness. Moments that feel lived in yet elevated. Light, shadow and materiality became key, allowing the spaces to speak for themselves.
We chose to anchor the palette in the deep black of the structure, and upon discussions with the Assetz team, balanced it with tones of clay to introduce warmth. This contrast helped us mirror the interplay between the structure and nature.
Another key decision we made was to lean into negative space. We kept layouts minimal and uncluttered, allowing each element to exist with intention. This directly reflects the spatial quality of the homes where openness plays a defining role.
We introduced motifs sparingly, drawing from the principles of shibui and the idea of layered simplicity. Textures inspired by raw materials like cement helped us bring in a tactile quality, subtly referencing the physicality of the architecture.
For imagery, we stayed away from staged or overtly aspirational visuals. Instead, we focused on capturing stillness. Moments that feel lived in yet elevated. Light, shadow and materiality became key, allowing the spaces to speak for themselves.
Impact
What we arrived at is a brand that feels deeply connected to the space it represents.
66 & Shibui is not positioned as just a residential project, but as a way of living. Spacious 3 and 4 BHK homes with private decks, set within calm, thoughtfully designed landscapes, come together to create a sense of quiet luxury.
The identity carries this experience across every touchpoint. It doesn’t demand attention, but it holds it. It feels considered, balanced and enduring.
Because here, luxury is not about how much you show. It is about what you choose to keep.
Project conceptualized and executed during Manasi’s tenure at CCS, Mumbai.
Impact
What we arrived at is a brand that feels deeply connected to the space it represents.
66 & Shibui is not positioned as just a residential project, but as a way of living. Spacious 3 and 4 BHK homes with private decks, set within calm, thoughtfully designed landscapes, come together to create a sense of quiet luxury.
The identity carries this experience across every touchpoint. It doesn’t demand attention, but it holds it. It feels considered, balanced and enduring.
Because here, luxury is not about how much you show. It is about what you choose to keep.
Project conceptualized and executed during Manasi’s tenure at CCS, Mumbai.
More Projects
More Projects
More Projects
Contact us
We love working with businesses of all shapes and sizes.
or write to us at enquire@manasidoshi.com
Contact us
We love working with businesses of all shapes and sizes.
or write to us at enquire@manasidoshi.com
Contact us
We love working with businesses of all shapes and sizes.
or write to us at enquire@manasidoshi.com
