Ikai Asai, founded by Ananya Birla, is a homegrown, craft-led lifestyle brand that collaborates with artisans, artists, craftspeople and designers across to create unique home decor products. The Paper Planes Agency worked on copy to succinctly communicate the process, craft, use and care details for dozens of products launched during the 2021 festive season. This involved ideating names for several of their products in line with the brand’s identity, putting together instructions for their use and care, and drafting descriptions so that online customers were able to understand the product and the craft used to make it.