As part of its ongoing program in India, UNESCO is focusing on documenting and promoting the country’s vast and diverse Intangible Cultural Heritage (ICH) practices. This is one of the key tenets of developing sustainable, community-based tourism, which has been severely impacted by the COVID-19 pandemic, which is expected to last until 2020. Royal Enfield is working in the Himalayan region to promote sustainable tourism and build resilient communities as part of its CSR-based Social Mission- Responsible Travel. Royal Enfield is deeply committed to collaborating with Himalayan communities in the preservation of culture, knowledge, and traditions that are compatible with just and regenerative living, as well as ensuring that these communities have the vision and knowledge to make decisions that support their resilience in the face of change.
We were approached to do the identity for this very special project. Our research helped us know our country & its diversity better. We looked deeper into the whole project and the fineness of our intangible cultural heritage.
After making a record of the types of colours, forms, patterns and the overall visual treasure that it produced. We designed the whole pallet for the project. We started with the form, then the logotype and then the rest of the communication.
The idea was to keep it all very simple and very organically and visually connected to the space and its emotion. From colour to form the balance of each creative is a reflection of the space we have represented.
We are fortunate to also help the brands with the launch of the project, for which several communication pieces were made and we consulted for the whole setup. It was our privilege to also create an Art installation for the same, the full view of the installation and the 9 helmets + 6 tanks that were painted can be seen here.
The project after launch has already gained. a lot of love, attention and most importantly knowledge for all.