iTokri is a store based in Pune, India. It is starting its online operations and has conceptualized a space called “69”- where people from different walks of life get together, interact and form a unique social network. The poster is illustrated in an “Indian” style, taking elements from local “landmarks” (e.g. a famous bakery, a mystical sage, a biker etc) and also from the kind of activities that the space would promote (e.g. poetry reading, music performances, movie screenings, photography etc)
Wedding card with the theme based on a comic book. The layout, graphics and typography mimic a graphic novel- all inspired from the superhero-themed photoshoot of the bride and groom- which was in itself based on how the two met by traveling all across the world. Elements of landscape are taken from Singapore, the venue of the wedding. A custom banner and logo unit were also created to be used in the collateral and other design elements of the wedding.
Forest Essentials makes premium Ayurvedic beauty products and it needed to reposition itself in a fast growing segment. The redesign concept was inspired by the exquisite tradition of miniature art of India that was patronized by royal Mughal & Rajput families. Ingredients were illustrated individually by hand and were assigned specific colors that helped in shelf placement & product recognition. The direction was a big step away from the generic and kitschy pattern-based designs to a more focused and integrated approach. While I did the concept & design, the illustrations were done by the talented Manav Sachdev.
The Maids’ Company is a philanthropic firm with a not-for-profit business model- it provides professional housekeeping services while empowering and bringing dignity to domestic workers. It needed an identity and visual communication that spoke to a relatively younger professional audience but was direct and effective at the same time. I refined a rough draft of the logo and designed stationery, brochures, posters and a website.
See here: http://themaidscompany.com/
Book cover for a diet book by a well-known Indian author/dietitian. The book was about healthy eating with “everyday foods”. The aim was to use a distinctive style to make it stand out in any book shelf in a crowd of diet books.
This display box is designed to carry 40 sample packets of a substantial trial size. A finalist in a packaging competition, this design of display box solves four problems:
1. Size: It is small enough to fit on a bar/restaurant counter without bring an obstruction
2. Visibility: Despite it’s small size, the availability of lot of space for branding and the podium shape itself makes this box highly visible to the targeted consumers
3. Portability: It can be folded into flat packages and transported in large numbers
4. Construction: The design can be die-cut from long sheets of paper by placing the design in repeat reducing wastage. It also eliminates the need for adhesives to keep the box together making it eco-friendly.
The India Shelter Finance Corporation (ISFC) is a fairly new micro finance company in India. Their main aim is to provide loans to people from the unorganized sector of the Indian economy (which is fairly large). The loans were to help them build new homes for themselves or extend their existing homes with new constructions.
The unique feature of this sector is that most of the people do not have formal papers of employment or a regular paycheck even though they may be engaged in some profession or the other. What makes communicating to them more challenging is that most of them are illiterate or barely educated. They do not usually read newspapers and most of the alphabet that they can read is their own vernacular or Latin numbers. The brief given to Green Goose Design for the branding was simple- it had to communicate to this section of professionals that this was a company that gives loans to make houses and all promotional material had to ingrain this idea in as little time as possible.
The bricks placed on top of each other in an ascending order denotes the act of constructing, giving the whole logo dynamism while keeping it recognizable and familiar. The red dot signifies the “bindi” that most Indian women wear, hinting at the power of the Indian woman in the house in making decisions regarding loans and other money matters. The Hindi version of the logo is referred to as the “customer facing identity” and is the logo that is mostly used for all promotional purposes. All promotions depend on very few words, simple layout and to-the-point marketing. Building brand recognition compliments the process of building trust among the people with their services.
Rock A Bella launched in November 2010 in New Delhi. A boutique promoting bohemian chic fashion so the branding had to be feminine yet quirky- from the logo to the shopping bags to the bill book.
Rock A Bella, a new fashion boutique, catering to the fashionable ‘young’ women of New Delhi, opened up recently. Through Green Goose studio, I did the branding and all further applications. The store reflects the vision of its owner who has a taste for the vintage and the bohemian- chic with a bit of edge and mildly whimsical at the same time. The entire branding exercise included package design, indulgent illustrations and quirky combinations to bring the whole thing alive.
Collateral includes the usual suspects- business cards, letterheads, envelopes, folders, stickers, cd labels, cd covers, shopping bags, garment bags, hang tags, labels, coasters, bill-books, etc. Watch this space for update on more pictures and other related stuff.
Calendar designed as a promotion for a non-profit animal shelter, Jeevashram, in Delhi, India. For faster and cheaper production, the calendar is designed to be printed digitally on A3/tabloid size sheets back to back, stacked, folded and stapled in the center with a hole punched through all the sheets.
A lot of animal pictures were taken and I will be doing a round of special editions for 2011 as well- so order one today. You can order even for middle of the year e.g. July 2011 to June 2012, if you like! All proceeds to go to the shelter. Check out Jeevashram here.
All photography by Amrita J. Singh
