Ariana Gupta

is a multidisciplinary designer based in New York by way of Mumbai, India.

She’s currently a designer at Regrets Only.

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Misha & Puff
Produced at Regrets Only
Misha & Puff first approached us with a simple but foundational need: help them tell their story with greater clarity. What began as an editorial assignment quickly evolved into a broader opportunity to help the brand express an identity it had already grown into, but had yet to fully codify.

Rooted in New England and built on a decade of craft-driven knitwear, the brand has long celebrated nostalgia, handwork, artistry, and the joy of dressing. Their work reflects a belief in longevity — thoughtful, durable, and made to last — a throughline echoed in their own description of delivering “heirlooms for future generations with love.”

Our role became translating that essence and giving it form. We helped distill a clear brand narrative centered on creating pieces meant to be lived in, loved, and passed on, then refined their wordmark and expanded the identity system to express that warmth, craft, and maturity with greater coherence.

Working across writing, creative strategy, and identity development, we ensured the brand’s story and its expression moved in lockstep. The result is a clearer, more confident articulation of Misha & Puff — one that reflects the care, intention, and emotional resonance that has always defined their work

Regrets Only

Caleb Halter, Ariana Gupta, Claire Banks 



Misha & Puff

Ana Caras, Chrissy Beale-Baker and Anna Wallack



Scope of Work:

Brand Identity
Editorial

Photos and sample sale artwork courtesy Misha & Puff