The main aim was to create playing card decks for Royal Enfield. The concept revolved around the different dynasties and eras and the characters for each suite are further created.
Spades is inspired from Rajput period, Clubs from Maratha, Hearts from Mughal and Diamonds from British. Each character is researched upon extensively in terms of the accessories. It was imperative to keep the illustrated style cohesive and still have variations in terms of the eras.
Each illustration of the bullet is taken into consideration in regard to the dynasty, the style , the kind of machinery involved.
The design for the packaging was inspired from the vintage design of matchboxes from the 50’s. The packaging brings about a collaboration of all dynasties and how they come together as one unit
Each illustration of the bike is taken into consideration in regard to the dynasty, the style , the kind of machinery involved. When the first Royal Enfield motorcycle rolled out in 1901, it was the beginning of an endearing story that would turn into a legend by the turn of the century. Aptly christened – Made Like a Gun – the phrase epitomize the simple, resilient and dependable machines that have stood the test of time and terrain. It continues to be one of the key inspirations for everything that Royal Enfield builds.
The Harvest Room is a premium vegan home- styled meal delivery service which caters to the authentic vegans in Delhi. The aim is to bring curated plant-based menus to our customer’s tables.
The Illustrations give softness and warmth to brand Language. The illustration along with the soothing and organic color palette has been used dynamically to form the design language. This infused with elegant layout and minimal approach makes the the Brand identity – Easy, Modern, Cozy and Welcoming.
The colors used in Illustration and other elements throughout the brand are also Indicative of naturally occurring process and gives the overall brand a homely feel to it. This further suggest the homegrown ingredients and other natural things associated with the brand. This makes the Brand image – Chic, Warm and Delightful.
The Illustrations are digitally hand drawn on Photoshop. The feel and the image of the brand has been taken into consideration so it’s better suited to fit the overall brand language.
Thirsty is a 100% 1st beverage delivery model working in India. The team of highly professional mixologists and taste makers from Indian HORECA industry came together to form the brand. This brand is an amalgamation of all fun loving beverages. The main aim was to create a brand which caters beverages of varied origins differing from the process to the finished product. It’s prime categories are that of- readymade and fresh. Under this two categories of processing, the beverages were subdivide as;
Mock tails, Smoothies, Coolers & Shakes.
The logo was designed keeping the idea of varied beverages as club concept in mind.
To further differentiate the variants on a design note, stickers were created to keep the distinction just not in term of the color palette, but also the texture tactility of the design
The collaterals below are showcased to exhibit the expansive nature of the brands
Presenting the first packaged smoothie brand to be retailed in the country, Smuze.
Unlike options currently available in the market, this smoothie is made entirely out of fruit juices, without any milk products and artificial sweeteners. A key property to guide the visual language for the brand.
For their release in India, the communication framework had to start from scratch. We brainstormed a unique name which would effectively convey the product’s highlights. The name “Smuze” was coined for a refreshing and filling beverage which one can grab on-the-go in their active lifestyle.
The logotype shapes rounded sans-serif typeface in small captions, the alphabet ‘u’ turns into an affirming smile. Composite copy has been used across the dynamic and playful brand language for print and digital mediums. Together they effectively communicate an overall friendly appeal of the brand. With the variety of flavours offered by the product, our visual language also extended to play around within each of these with different units within a flavour.
We worked closely with the production team to develop the appearance and shape and size of the bottle The smile symbol from the logo imprinted on the bottle caps adds more nuances to build recognition of the brand in a retail arrangement, while the attractive bottles can be spotted from a farther distance. A website curating engaging content and communication has also been developed for Smuze along with developing a marketing strategy for the product. We have also been strongly involved in art directing the marketing for the brand for its further strategy for communication online and on-ground.
The idea of Little Shelf has its inception from the ‘little shelf’ that families have at their home for kids. Kids, when introduced to books, can develop a love for reading at a very early age. This implies growth in curiosity and that further leads to growth in the collection on that little shelf. To make sure your little one’s collection is delightful, ‘Little Shelf’ was created to show them the bright and colourful world that exists within the pages of a book and lose oneself for a while in a beautiful, imaginary and wonderful place before getting back to reality. There is always a lot to learn from books – words, language, thoughts, experiences. Through the curated box by ‘Little Shelf,’ all these can be shared with future generation in the hope of making the world an extension of a little shelf – a cheerful place that holds wonderful thoughts.
Little Shelf’s brand language is light, fun and playful. Using primary colours, along with some vibrant colour variations, we built a brand that looks playful and also evokes curiosity among the kids. It also appeals to parents as Little Shelf provide quality books that are not easy to find. Since ‘Little Shelf’ doesn’t support the use and throw attitude towards children’s books, the brand language helps to make the collection memorable and make both parents and kids to keep the books forever.
The boxes are divided into the following categories :
0-3years: board, cloth books, toys
3-5years: storybooks to be enjoyed with parents
5+years: Books kids can read on their own
Little shelf is serviceable as a subscription model which offer different options for the customer to choose from. The constant communication and feedback from the consumer help the brand understand the requirement for the child to give them a more personalised experience during the time period of the subscription. The contents of the kit are then curated using the understanding of the possible progression of cognitive skills and emotional understanding of the child.
The box contains things like books, puzzle games, sudoku, action figures, toys and so on.
Elixir Shop is a wellness-brand dealing in skin, hair, and body care products – Their products are a 100% natural, have a chemical-free range, and also feature a unique blend of essential oils; making them a brand that focuses on a pure, transparent image that will make clients feel comfortable and at home using their products. We were approached to re-brand their entire product line, creating a unique brand identity system that accurately captures the simplistic, soft feel of the company – and to eventually translate this identity into new packaging design for all of their products – as the packaging is the most visible, and therefore most vital usage of the brand vocabulary that we established.
Lotus was the inspiration for their earlier logo as well. Our challenge was to keep the same concept of a lotus, and create a unique looking logo that will have a modern aesthetics working along with the rest of the design philosophy. The lotus symbol created is one continuous line, with cuts made strategically on places to give a flat yet three dimensional feel, the resultant shape is one single piece which makes it an ideal shape for embossing. We did a hand-drawn logotype with a fair amount of attention to detail, keeping it simple and pure nature of the brand in mind. The entire brand identity system is planned around the strategy of brand placement keeping in mind the target group. We also focused on the future perspective of the marketing goals of each product range and structured the colour system to identify various categories of the products, and a brand identity that holds well all of these categories together, hence providing a very strong visual vocabulary.
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.
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.
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.
Lee Cooper is well-known global lifestyle company operating worldwide. Started in United Kingdom back in 1908, it made its way to India in 1985. Our task was to redesign the former brand language to promote their new range of shoes, which at the same time reflects the British roots of the brand.
We achieved that by taking on a comprehensive approach and drawing inspiration from geometric forms prevalent in the structural formation of the iconic London bridges. Incorporating elements/shapes like the “rhombus” that are representative of the brand. We formulated abstract patterns based on an isometric grid and followed a distinct color scheme. Tone of voice and copy lines further communicate the unique attributes of the brand.
The design language was taken forward while designing the catalogue for Lee Cooper’s Autumn Winter Collection of 2015.
The design language was also applied across other advertising mediums, during the festive season.
Bayleaf Wellness brings to you Lyta – Stevia, Sucralose and Original. With these products, it is now possible to lead a healthy lifestyle without compromising on taste or quality.
Lyta – Stevia, Sucralose and Original are being launched in the 1gm tabletop sachet and 100gm home pack. Lyta products have been made using the latest technology and state-of-the-art machinery to deliver a world-class product. Modern day diets, rich in sugar, have led to various health issues like diabetes. Lyta allows you to indulge yourselves without guilt and continue to LIVE A SWEET LIFE.
LYTA – A name derived from the word “LIGHT”. For Lyta, we absorbed the characteristics from the word itself and reflected it through the branding. The packaging design for Lyta was also a part of the project where we kept the visual language and packaging of the product very light and organic. We followed the same communication language to derive the website for lyta.
