mehul’s online
An Ananta garment being embroidered by hand

Scan to Story.

Client

Ananta by Dharma Life

Role

Visual Designer

Type

Physical to Digital User Experience

Working under the mentorship of a senior designer, the founder, and a creative director, this was one of the first projects I built and shipped independently. A system that let a customer trace a garment from its hang tag to a full digital record of how, where, and by whom it was made.

A Madhubani art bag from the launch collection
PC: Madhubani Art Bag from the launch collection

Design Strategy

Sustainability claims are easy to print and hard to prove. The brief was to make Ananta’s claims checkable, not just statable. And the solution I brought to the table was a hang tag that didn’t just say “sustainable,” but linked, via QR, to the actual carbon, water, and waste data behind that specific product, along with the artisans and process that made it. The tag became an entry point, not an endpoint.

A Tag with Layers

The tag itself was built as three parts inside one outer artwork cover: a nature-illustrated leaf that extended the brand’s visual language, and a second leaf carrying a unique QR code per product, so no two products pointing to the same page. Each was hand-assembled and attached product-by-product, tying the physical object directly to a specific digital record rather than a generic brand page. This was feasible because Ananta is a luxury slow fashion label selling unique and modern garments adorned with traditional Indian crafts.

The initial hand-drawn concept sketch for the tag
PC: Initial Concept Sketch
The front and back final artwork file for the tag
PC: Front and Back Final File
The middle leaf of the tag, carrying its unique QR code
PC: Middle Leaf Design
The final tag mock-up, front and back
PC: Final Tag Mock Up
The finished tag being attached to a garment
PC: Final tag being assembled and attached to a garment, as it is being prepped to be shipped internationally for the launch exhibition

From Scan to Story

The QR led to a microsite built to hold a product’s full story: a carbon footprint readout, a step-by-step craft process, and the artisans behind the piece, alongside a three-pillar framework: Sustainability, Craftsmanship, Empowerment. This structure ran consistently across the system. The real time details could be added by the on-ground team using the micro-app the developers had already built for this purpose. The interface itself was designed end to end by me: navigation, product dashboard, and content structure, built to make dense sustainability data feel legible rather than like a spec sheet.

The user-flow journey from QR code to microsite
PC: User Flow journey of QR to Micro Site
The microsite landing screen on a phone
The product dashboard, optimised for mobile
PC: Landing Screen and Mobile Optimisation
The microsite running on a laptop
PC: Web Optimisation

Outcome

The whole system was deployed and used in production for around two to three years, before Ananta began a broader website revamp this year. It was one of the first projects I built independently, start to finish, and saw being put into real use, not just presented as a concept.

Reflection

I was still an intern, but I was never treated like one. I was expected to take real accountability for real problems, and that expectation became the foundation of how I still work today.

Ready to
break the grid?

LET’S TALK