Klay is an upmarket interior and tiling company based in Gurgaon, India. We created a visual identity for the brand, which was then introduced into their showroom interiors, along with other print collaterals.
The idea behind the logo is simple – a reference to the common practice of stacking tiles. This concept was extremely well received by the client, as it has great potential to be translated into multiple mediums, and expressed through architecture, interior design, etc. The colour palette was made to keep a hint of a corporate brand, while the visual language of the lines breaks away from any ideas of rigidity.
The Klay showroom also displays a 12×8 foot tile print of an illustration of Ram, made by Prasun Mazumdar under the Sparrow banner. The piece adds a new dimension to the showroom, successfully hooking customers as it is the first thing they see as they walk through the door.
Joo!C stands out among other brands as it gives one of the best beverage solutions, acting as a full range supplier in the bubble of fruit based drinks, ranging from concentrates to juices. A pulpy fruit juice brand, it appears as funky and goofy but doesn’t compromise on authentication and natural aspect and doesn’t struggle to identify as a pure, ready to drink juice brand. Joo!C also has a wide portfolio of different fruits being incorporated naturally. The spectrum ranges from locally known food to some little more exotic category, which combined with the brand identity created by us provides the brand a very varied but consistent, clean, fun and playful look.
The word Joo!C is very evidently inspired by the name ‘juicy’ which is a very straightforward adjective, more so for a brand selling juice. Very familiar and direct in its pronunciation and very different in our iteration when it’s spelled out, it surely creates a unique space for itself and would resonate with its consumers more easily.
The logo is formed by rounded shapes that evoke joy and playfulness. All these forms are thus treated in a grid to appear of the same strength and so each form can stand out without disrupting the harmony of the logo unit. The two O’s are put very closely to each other to make it look like fruits, accompanied by two small leaves.
The label for each fruit is naturally inspired by the fruit color and its vibe. The varied colors are not interfered by the consistent brand language and have been used in a way to create an overall harmony throughout the brand language. None of the colors have any value of K so that the black and white label on the logo pops out.
Launched in October 2012, the Ashdeen label specializes in hand-embroidered saris that are inspired by centuries of Oriental and Persian hand embroidery techniques, craft and craftsmanship. The intricacies of these techniques are rendered flawlessly by a team of 150 craftspersons. Ashdeen creations have been featured in various fashion publications and worn by celebrity actresses and industrialists. They have also been shown at the Lakme Fashion Weeks in Mumbai (spring-summer 2013 and 2014, and winter-festive).
We were tasked with re-doing the Ashdeen brand – beginning with the logo and logo mark, to building a brand language, stationary, and finally packaging.
The brand we created is sleek, minimal, and extremely striking. Using a combination of black, white, and gold, we think the new brand language truly emulates the elegant clothes they represent and would make any of the brand’s esteemed customers want to take further interest in the brand.
We made a set of illustrations using elements which were either taken from or derivatives of various prints and patterns seen in Ashdeen collections.
These illustrations then went on to define the brand, becoming very central to the language across most collaterals.
Wicked is a brand for premium high quality nuts, cakes, florentines, and mithai; elegantly crafted and put together by Le Cordon Bleu trained chef Aarti Gupta. We created a brand with high recall value, highlighting the unusual and yet delicious combinations of ingredients, and the uniqueness of Ms. Gupta’s recipes.
From Thai-spiced Nuts, to Besan Fudge, the Wicked brand truly captures the meaning of fusion in an absolutely harmonious manner. The versatility of the brand language allows it to comfortably span across the various categories of products, and a clean minimal approach allows for it to maintain an extremely premium space in the market, while still managing to be approachable to a wide customer base due to the brand’s reasonable pricing.
The products are classified into four categories – Nuts, Florentines, Cakes, and Mithai. Each of these categories then has a list of products under them. We also made basic stationery for the brand, as well as a menu for their products.
The UNESCO Mahatma Gandhi Institute of Education for Peace and Sustainable Development (MGIEP) is UNESCO’s category 1 Research Institute that focuses on Sustainable Development Goal (SDG) 4.7 towards education for building peaceful and sustainable societies across the world. We designed a document that they published in December 2017, to be distributed to countries that UNESCO works in, all over the world.
The #YouthWagingPeace guidebook is a document for anyone interested in understanding Violent Extremism and exploring the relationship between Education and Prevention of Violent Extremism (PVE). The guide garnered over 2000 youth submissions/case studies, and finally integrated over 150 case study submissions from young educators and practitioners from 50+ countries. It provides a set of actionable guidelines for PVE to teachers, school administrators, policy makers, family, religious leaders and other informal influencers.
We integrated the content with illustrations; using a style that we developed which is a juxtaposition of icons and water colors; to make the guidebook easier on the eyes, and to keep readers thinking beyond just the text. The body text (though considerable in amount) is comfortably spaced, and therefore not just bodies of text that one tends to skip.
The book was very well received, globally, and even garnered special mentions from various members and advisors to the United Nations, urging for it to be translated to multiple languages so it can be distributed further.
The typographic unit we created for #YouthWagingPeace, has now become a globally used symbol for the movement; and many of the illustrations we created have now been used in promotional capacities to help spread the many important messages the Guidebook carries.
Presenting a pop of flavour, with Spichi. A packaged condiment & concentrates brand, with a variety of sauces to spice up your kitchen.
The communication wireframe had to be mapped out right from the beginning of the project. We were told to brand it like a mass market product, yet polished with clean design sensibility. We began by coming up with a product-specific name that directly suggests the ethos of the product. The name Spichi is short for “Spicy Chinese” – something which we feel has been embodied into the base and condiment dipping sauces. They are developed to bring the real essence of chinese flavors; whether it is to a hearty cooked meal at home or a gourmet dish at a pan Asian restaurant.
Unlike other products currently available in the market these base cooking pastes and condiment sauces provide any Chef assistance in reducing prep time as they are made using only fresh products. Spichi Sauces and Pastes are being used by many marquee clients in the B2B Horeca space Nationwide and are used in a number of Hotels, Banquets, Caterers, QSR’s and fine dine restaurants. Spichi is made by Chefs, for Chefs! We added the tagline, “your secret sauces”, to highlight this fact.
The communication was designed keeping the mass market feel of the product in mind. The logotype is stacked in a grid arrangement to resemble oriental script characters in a contemporary fashion. Accompanied by a Devanagari script version alongside, that would not just make the buyer feel at home, but also place the product in a different pedestal. A product specific brand language has been created – using different herbs/ingredients as elements of the design language. Together the design elements effectively communicate an overall appeal of the brand. With the variety of flavors offered by the product, our visual language extended to play around within each of these – using different units for each flavor, along with a variety of colours to give each of them a unique identity. We worked closely with the production team in order to build the appearance, shape and structure of the sachets. Spichi offers it’s B2B in the market since Dec 2017, with the B2C yet to hit the retail market.
Spice up your meal with this secret ingredient, it packs quite a ‘spichi’ punch!
Heyday is a premium sanitary napkin; the first ever brand to sell 100% organic sanitary wear in India. While branding Heyday, we decided to stick to the ideology that clean and simple design is better for the flow of communication. The packaging was created in keeping with this direction of less is more, combined with bold, bright colours that speak volumes themselves.
A custom logotype was created for heyday, the rounded edges provide a soft yet strong emotion to it. We created a custom font with strategically placed stencil cuts and a reduced descender height. The brand language is built on shapes that lead the consumer to the actual form and design of the product, revealing a more accurate, refined understanding for the consumer. The design of Heyday is intended to be a direct communication – confident and playful, keeping with the contemporary current day scenario.
It is a simple, tiny message – an invitation, to let today’s woman celebrate, and a suggestion to live a healthier life. These all natural, biodegradable & organic sanitary napkins are made out of bamboo fiber/organic cotton, are fragrance-free, and a ‘friend to your skin’.
Erna’s Gourmet tells the story of ethnic, rustic, home-cooked Austrian European food, done professionally – started in 2007 by Maya Lisa Shankar. The initial branding was done by Prasun, as a freelance graphic designer, in 2010 (https://pmdindia.in/project/553/). Maya named the venture after her grandmother, Erna; and on the milestone occasion of her one hundredth birthday, decided she wanted a rebranding done, and brought the project back to us, here at PMD. Erna has been ‘conjuring up delicacies’ for her friends and loved ones her entire life, and even today, continues to bake wonderfully inspiring dishes for Maya to then add her touch to, and provide for her dedicated customers here in Delhi. Maya wanted to bring authenticity and a personal touch into her food – which we then made sure we put across through the branding.
Erna’s Gourmet is now based in Vasant Kunj, and caters to various embassies and hotels, as well as individual home orders. Serving melt-in-your-mouth food that takes customers on a nostalgic journey – Maya’s European legacy, and her incredibly hospitable Indian roots have come together to ensure an absolutely delightful experience every time.
The rebranding exercise was done to ensure the identity stays relevant, contemporary, and adaptive to the rapidly modernizing industry. We were asked to create a new identity and brand language for Erna’s, without straying away from the grandmother’s mnemonic which had by then become a staple of the brand. We looked to reinforce the vintage vibe by using a colour palette of beige, blue and saturated orange, and continued this look and feel through a set of icons, a rotational menu, and various placards and packaging collaterals, ensuring the brand has a rustic, and yet familiar feel to customers.
Grand Xenia is a luxury business and banquet hotel, located in Ajmer, Rajasthan, in India.
We were approached by them to create a brand language, as well as all hotel-essential-collaterals, to add to their existing logo.
We created a high-end brand, using black and gold/yellow as the primary colours, to maintain a minimal look across the collaterals, as well as the various other touchpoints that come with the hotel business. Using the ‘G’ from the logo, we created an illustrated icon-based visual style for the hotel, which was then used for signage, as well as various print collaterals appearing around the site. We also created an entire range of packaging for the hotel’s complimentary products and a few other services – from packaging for toiletries, to coasters, bill-books, and various others, we used our brand language to tie them together and elevate the image of the hotel automatically.
We made a promotional ‘brochure’, or a small coffee table book, as one might call it, to highlight the various aspects of the hotel and the facilities that they offer.
Grand Xenia consists of two unique restaurant/bars – Amuse; a resto-bar and Urban Table; a more formal rooftop restaurant. We branded both the restaurants, coming up with overall look and feel, menu cards, signage, and basically anything visual, related to wither of the spaces.
INDIA FASHION FORUM (IFF) was born alongside the genesis of organised modern retail for fashion in India, out of pure passion for boosting fashion creation and consumption in India. The modus operandi was to catalyse the business to think Fashion Forward, Plan Long-term, and act with Creative Intelligence.
Every year since then, IFF has been the focal point for fashion captains to converge – LEARN, SHARE and EVOLVE – with the single-minded agenda to fast forward growth for the entire value chain – from yarn to retail.
IFF 2017– The 17th Edition, an annual 3-day event organised by IMAGES GROUP to foster the ‘Business of Fashion” with novel business opportunities, ideas, inspiration and industry partnerships. The event has been branded and conceptualised by the studio for the third consecutive year. As with the past 2 years, the event required a dynamic bold identity which had to flow throughout the space and other collaterals. The concept of technology and fashion coming together gave us the opportunity to explore the many tenets fashion and retail. 3d fluid forms in vibrant hues juxtaposed with futuristic croquis took over the visual language this year, and the same was extended into venue graphics and space design for the event.
Our past work with India Fashion Forum can also be found here.
KITSCHKITSCH hosts an array of exotic decorative home products. These Indian kitsch inspired artefacts are hand made to tell stories of beautiful journeys. Started by Santwana and Anand who are visionaries in the field of textiles, their studio pushes for innovation in home interiors in a modern yet trend conscious way. In this direction, we worked to create an identity that’s just as playful and eclectic as the products and the lifestyle the brand name represents.
The dynamic logotype is composed of fun interchangeable letterforms combined with brush-lettering to create the name “Kitsch Kitsch”. The logo itself acts as a mixed-bag character with this interplay. The letterforms break away to form graphic elements of the brand language with a play on bright and bold colours. Varied arrangements of these modular elements decorate the brand communication.
Founded by two friends with a feisty passion for food. The Embassy Restaurant, located amidst the bustling trade centres on the colonial stretch of Connaught Place; New Delhi has been running for over six decades. A legacy built on matchless recipes along with the changing contemporary preferences in cuisine.
We have taken the rebranding objective ahead with Embassy Catering division as the focal point. The Embassy Catering Service comprises of a team of professionals with unparalleled experience and organisational skills.
While retaining the existing brand colours that have aided its recognition amongst the customers. We felt that the age old word mark for “Embassy” required optical refinement. Once that was achieved, we added two stylised swooshes that satisfyingly guard the word catering set in a serif font for a vigorous brand placement. The same style was utilised to create a series of illustrations; used alongside a set of copy lines and imagery, for online marketing.
A humble beginning, Clay Telecom started operations with just five people in a cabin in Central Delhi in the year 2000. Almost two decades later, Clay Telecom is now a dynamic global service provider of wireless telecom solutions with Pan-India presence. Catering to both B2B and B2C market segments with worldwide and country-specific voice and data solutions. Twenty lakh (and growing) happy customers across India swear by its services. The reinvention for Clay adopts a spirit that is modern and bold, yet friendly. The new image for the brand captures the company’s approach towards technology, hospitality and innovation in today’s global times.
The logo mark “a” stands as the principal identity of the brand, and is also incorporated into the logotype. The letter is shaped like a talk bubble with a visible fold rendered to make the form appear as a continual. The geometric lower-case logotype is affable but professional with close attention to tangential cuts offering a modern sensibility. The language is created based on the essence of space, color, and typography of digital and interactive design. The extended language arising from this logotype is minimal but strong. Elements are restrained to the usage of the brand’s ultramarine blue and balanced grey’s with the logo mark. This approach creates visual homogeneity for the parent brand, thus creating a stronghold in its identity.
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The new language speaks strongly of Clay’s international approach. It not only confers continuity and connectivity but also speaks of the contemporary and utilitarian aspect of the brand. This reinvention communicates a voice that is progressive and strong in its idea of connecting people and providing global solutions.
Dalum Papers, originally a paper supplier is now a national level stationery brand. Unlike other players in the Indian subcontinent, Dalum products stand out by being made of 100% recycled paper. The identity Dalum Papers has also previously been developed by us. Keeping in mind the identity crafted for this label, a narrative following their philosophy has been developed for their products.
We need our planet as much as the planet needs us. The diversity of life amongst different species is deteriorating. The over-exploitation of resources is destructive to our biotic environments, and we need to ensure that we’re taking radical steps in order to preserve our natural heritage. Taking this thought forward, we designed a series of notebooks for Dalum. The illustrations on the notebooks are composed of a single continuing line, a visual cue taken from idea of regeneration.
The design language was also taken forward while designing the packaging material for the notebooks and other stationary material.
A one-stop destination for travel retail solutions, AVA Merchandising Solutions Ltd. has been a popular retailer in the
sub-continent with a large customer base. With the objective of providing high quality, affordable and convenient shopping possibilities. Our work with Ava entailed redesigning of the existing logo and its diverse applications across mediums, along with the look and feel of the brand. The free form used for the symbol delivers the idea of movement, which carries forward to the complimentary logotype.
To enhance customer engagement and experience, a mobile application “TRAVA” was designed, which is currently in its last development stage.
Outside of the corporate stationery, we also designed templates for their catalogues and other print material which are circulated on board reputed airlines such as Air India and Jet Airways. Concepts were also developed for staff uniform and branding directions of the retail stores spread out across the country.
