retail design and other design work
TRANSCRIPT
identityChaitime is a set of quirkily packaged
indian teas, targetted at the
affluent and expats.
While the packaging was done
elsewhere, it was my job to extend
that identity into a website and display
systems, and perhaps even
introduce a new dimension to the
product that was so strongly
characterised by it’s indian flavour and
history.
Identity visiting cards
The final website can be viewed atwww.chaitime.com
Display/Pop
Display/PopProposed
Shelf Strips and standee
AdvertorialFor Johnny Walker Blue
Label’s collaboration with a prominent Indian Designer to
make a limited edition bottle.
Other display systems for the
varying amounts of space they would have in different
scenarios.
Free standing display of the bejewelled bottle at strategic places in DutyFrees or luxury shopping arcades.
Narrow Rack Wider rack with space to display the trunk within which the bejewelled bottle will be sold.
Racks of the commemorative Blue Label bottle to be displayed for sale. These will not be bejewelled, although in different packaging to keep with the theme.
Display/PopFor Johnny Walker Blue
Label’s collaboration with a prominent Indian Designer to
make a limited edition bottle.
Display/PopFor Johnny Walker Blue
Label’s collaboration with a prominent Indian
Designer to make a limited edition bottle.
We suggested they hype the premium quotient of the product by treating
it like a rare and precious work of art.
Corporate PanelsThe brief was to set a tone of luxury and
extravagance in the small start-up
office of a real estate company.
We used a combination of
images, text and illustration, to evoke
the lifestyle, that this promising company had
a vision for through its future projects.
The corridor that led up to the front door of the office.
identityThe logo design
for a tobacco conference which
would subsequently translate into environment
branding for the event.
MAIN IDENTITY BANNER
AMBIENT BANNERS FOR TRANSIT SPACES
The identity allows for the meaning of the word ‘Pulse’ to come through by the moving black dot.
STATIONERY FOR THE EVENT
identityAn inexpensive yet chic diner format of restaurant targetting young and mid-level
office goers, and teenagers required
a sharp yet friendly identity.
The restaurant hoped to become
a lounge bar at night, hence the
identity had to work for that mood
setting as well.
The idea was to make it like a flag of sorts, to cue the fact that it was international in view of its varied culinary fare.
The property was on the second floor of a busy shopping plaza. The black stood out against the colourful mayhem that is typical of a store filled block. Above is the external façade, which is combination of neon lights for the night, and 3D reflective stickering for the day.
Hanging Food Menus on acrylic for the day and coasters to match, bar menus and coasters for the night.
Godrej AadharThe identity and
graphics for the retail chain Godrej Aadhar,
which is a value-supermarket popular
in rural India.
We rolled out designs for the initial stores across Gujarat and
Maharashtra to begin with, which we then handed over to the
client to take forward once the logic systems were
in place.
Developing a motif and how it would
appear on the beams and columns of a Maharashtra site.
Siyarams’ new storesSiyarams was going in
for a ravamped identity. They wanted to make
their stores hip, but not intimidating for
tier 2 & 3 cities. They wanted the new youth to identify with them. To do this, they hired
Mahendra Singh Dhoni to represent them.
Along with rolling out flagship stores across
the south of India, which is where their
loyalty lay.
We used screens and a suspended backlit sign on the front side of the store, while the mannequins were on the other side. This immediately set them apart from the rest of the stores in the vicinity.
The interiors of the store were divided into two halves. The Right hand side would showcase ready-mades, while the left handside would display their fabrics.
Graphics for schoolPSBB, an alternative
education school wanted to use their walls for graphics to make the ambience
fun. We decided to use them to teach kids things that weren’t taught in school.
Below is the herb wall, for the garden area which illustrates the different herbs and explains their benefits.
The Physics Lab wall which explains the different types of energy.
Corporate office graphics
The Bowling Co. , a sports and entertainment
company. Naturally, they wanted their office to
exude the same sense of fun and enjoyment.
The inspiration for this identity was the
jewellery that belonged to one of
the most extravagant and lavishly adorned
kings of India: The Nizam of Hyderabad.
identity
Kalpataru Avana is a premium real
estate apartment building in the heart
of south Mumbai.
The objective was to create a unique and distinct identity for this luxury tower, something that
would resonate with its potential
clientele: the affluent and discerning few.
The process
The process
Form rendition
identityGreen Light is an upcoming
production company. The name signifies
the coming together of all elements that
allow for the movie to begin. To directors,
this is a very important milestone
in the journey of film making.
identity
identityD.R Earp is a US
based company thatContracts
construction work like masonry,
landscaping etc. While these separate
functions, are separate entities,
they come together as one cohesive unit,
as showin in the identity.
ANC is a small boutique firm in the middle of Mumbai’s tourist district.
There is an abundance of hippies and young back-packers visiting the area, along with a medium sized tourist crowd who are not looking for a bargain, are not on shoe-string budgets, and are more discerning.
While there are countless comprehensive guides to the city, there is a serious dearth of aesthetically designed ones that travellers can keep for posterity. As a communication and design company based out of Fort, we took it upon ourselves to fill that void.
Hippies, Backpackers, Budget travellersStudents, young executives, graduates, backpackers of all ages
Mid-range travellers,Executives visiting the city for a short while,Immigrants and expats who are new to the cityThe age group here is typically between 25 – 40, barring a few exceptions.
The luxury traveller,Senior businessmen, Business-ownersTypically between 35 – 60 years, either very successful, or from affluent backgrounds.
Hippies, Backpackers, Budget travellersStudents, young executives, graduates, backpackers of all ages.
This traveller is usually on a shoestring budget, looking for bargains, and cultural experience at it’s lowest price.
Mid-range travellers,Executives visiting the city for a short while,Immigrants and expats who are new to the cityThe age group here is typically between 25 – 40, barring a few exceptions.
This type of traveller is not necessarily frugal, but is not extravagant either. He/she is looking to cover the basics of the city of interest, but along with a couple of nuggets thrown in. The business executive may even visit more than once, albeit for a couple of days each time. They want something short, and curated for an enriching experience of the city.
The luxury traveller,Senior businessmen, Business-ownersTypically between 35 – 60 years, either very successful, or from affluent backgrounds.
This traveller has much deeper pockets and covers the popular sights along with a recommendations from other affluent friends.
?
DesignA modern, non-cliched map
on south Mumbai, with a highly edited list
of recommendations.
This was pitched as a series of collectible maps
on south Mumbai.
IdentityDeveloping a modular low-cost identity system to give this unique boutique exotic
organics company an identity.
The result was a series of stickers, complete with
orientation guildelines for all shapes and sizes of trays,
punnets, and cling wrapped vegetables.
Identity
identityIdentity for ‘The Piramal Group’, an Indian conglomerate, inspired by the mathematical symbol phi representing the golden proportion and the devanagari letter for ‘P’.
Evolution of the symbol.
identityIdentity for ‘The Piramal Group’, an Indian conglomerate, inspired by the mathematical symbol phi representing the golden proportion and the devanagari letter for ‘P’.
The logo
identityIdentity for ‘The Piramal Group’, an Indian conglomerate, inspired by the mathematical symbol representing the golden proportion.
Evolution of the symbol.
identityIdentity for ‘The Piramal Group’, an Indian conglomerate, inspired by the mathematical symbol representing the golden proportion.
identityIdentity for a new age primary school. The identity represents a symbol of growth and support that the school serves to every student member.
packagingLabel design for
Kraft Cream Cheese Spread.
Initial sketches
packagingLabel design for
Kraft Cream Cheese Spread.
The design themed ‘celebration’.
packagingFor savoury snacks
Subhiksha chain of stores.
packagingFor savoury snacks
Subhiksha chain of stores.
packagingFor savoury snacks
Subhiksha chain of stores.
packagingFor savoury snacks
Subhiksha chain of stores.
menu & poster design
Food festival collaterals for the chinese restaurant at the Taj Mahal Palace and Towers.
illustrationF&B Poster
The poster.
illustrationPoster for F&B festival at the
Indian restaurant at the Taj Mahal
Palace and Towers.
Poster DesignFood festival collaterals for the Taj Mahal Palace and Towers.
The menu card
Poster Design
DesignMenu design for an indian restaurant, Masala Kraft, Taj Mahal Palace & Tower
DesignA set of four menus for the Indian restaurant at the Taj Mahal Palace and Towers. The idea reflects the combining of key spices that are characteristic of Indian fare.
Menu DesignFor the chinese restaurant at
the Taj Mahal Palace and Towers, inspired by a unique golden sculpture of a dragon
that greeted its visitors as they entered the restaurant.
All collaterals featured enlarged parts of a drawing of
this sculpture to give the patron a sense of discovery as
he pieced it together to realise what the image it
formed was.
CampaignA low budget shoot-based
campaign to showcase the shoes of an exclusive
store at the Taj Mahal Palace and Towers
in Colaba.
BrochureThe design for a
brochure meant to convey scale and
an up-market lifestyle.
PressFor GoodHomes, a BBC & WMM magazine. This campaign attempted to reposition GoodHomes as a smart, sensible and practical reference book to interiors.
In the face of fierce competition from luxury interior magazines, it became imperative for GoodHomes to have a point of view. The challenge here was to give it that unique POV that distinguished it from the flurry of interior magazines flooding the market.
PressThe brief was simple: to depict the spaciousness of this property, which was a rare commodity in the heart of Mumbai.
PressFor GoodHomes, a BBC & WMM magazine. This campaign attempted to reposition GoodHomes as a smart, sensible and practical reference book to interiors.
In the face of fierce competition from luxury interior magazines, it became imperative for GoodHomes to have a point of view. The challenge here was to give it that unique POV that distinguished it from the flurry of interior magazines flooding the market.
identityThe task was to revamp the identiy of the Siyarams Group, the leading manufacturer and exporter of suitings and shirting fabrics. The need was to give it a classic image, one that was regal and stately to represent their calibre and legacy.
Initial sketches.
identityThe task was to revamp the identiy of the Siyarams Group, the leading manufacturer and exporter of suitings and shirting fabrics. The need was to give it a classic image, one that was regal and stately to represent their calibre and legacy.
Evolution up till the final identity. Unfortunately, the client decided to retain their old identity for the sake of brand recall, hence this process ended here.
packagingFor Surf Thailand
packagingFor Surf Thailand
CorporatePrint Communication The Problem: We do a lot of
things behind the scenes, that reflect in our product. Unfortunately, our customers never get to see that effort. And we don’t brag about it either.
How then, do we command the premium we rightfully deserve?
Superfluous luxuries Fashion over featuresBig endorsersAmenities over basics
Evaluation of competitor communication
So after a lot of research and interviews with customers, people in the market looking to buy and brokers, what did we find about Kalpataru, that really stands out in the minds of the customers, brokers, and employees?The expression: ‘Perfection runs deep’
Design challengesTo keep away from predominant real estate imagery yet keeping within category codes
To stay within the realm of real estate in order to get the right eyeballs, and bring out the ‘back-story’
To look premium
To keep the messaging simple, precise, and to the point.
To not get caught up in unsubstantiated claims, a tangle most real estate companies are condoned for
To be believable
To use the opportunity to educate the viewer on what really goes in to a Kalpataru product
Make the viewer look closely at things he/she may not ordinarily.
In the process conveying that we take care of those minute details.
Key words:
ModestUnderstatedClassicSophisticatedMinimalistic
The texture makes cues the detail we want to draw your attention to.
The b/w real estate image showcases nothing in particular but is there to cue real estate as a category.
The outdoor communication
Search ideas
Panels at the sales offices of various propertiesWhile customers wait for a sales executive to attend to them they could educate themselves on the finer details that we want them to know about. This may help their decision swing in our favour.
Perfection runs deep coffee table book and set of coastersA little something to take away for the buyers, to reinforce our philosophy, to help them understand why our apartments are so great, and as a token of our appreciation.
PressLaunch 4 pager for an old property that needed a change in image.
Most potential customers had heard and possibly even sen this project in it’s initial stages. Sales had slowed since its initial launch, a lot had changed on site and it was in need of a new look and something that would intrigue the customer who thought he knew the property.
We repackaged the property to make it more attractive and wholesome while touching upon the various features that made this property such a great choice for new home buyers.
The idea was to pull people to the site, since the property itself was impressive enough to close the deal.
PressThe rest of the campaign
PressFor a new product by Café Coffee Day, called Coffee Day Perfect.
After struggling with what the product offering of this rather average coffee could be, we decided to put a humorous spin on it to bring out the benefit of the product.
The line below reads“Life isn’t perfect. At least your coffee will be.”
