Rashna Shantini D/O Yeamalley Nair

Anicca – Embracing the Nature of Impermanence

Project Genre: Conceptual Brand Experience

Project Description: Anicca is a Buddhist inspired brand that questions the thriving state of unhappiness in Singapore. It aims to share the invaluable insight of how embracing impermanence can be a path to achieving contentment and happiness to those who seek them. The brand revolves around a wearable memento that promotes itself to be destroyed. Breaking of the memento and the experience of unfolding the lotus­ bud inspired packaging will act as a metaphorical expression of freeing oneself from the world of permanence. This spiritually uplifting brand leaves behind a disintegrating tactile message about impermanence, provoking one to ponder the nature of existence.