ग्राफ़िक//Graphic
Karigari // Branding // Art Direction
Developing a comprehensive Brand Identity Design for an Indian-based crockery brand posed the challenge of creating an identity that harmoniously blends the rich cultural heritage of India with a modern, minimalistic aesthetic. The goal was to craft a brand identity that seamlessly bridges tradition and contemporary elegance.
"Karigari" (कारीगरी) is a Hindi and Urdu word that means craftsmanship, artistry, or skilled workmanship. It is often used to describe intricate, handcrafted work, particularly in traditional arts, textiles, jewelry, and architecture. The word reflects the skill, precision, and creativity of artisans who create detailed and high-quality work.
The process began with in-depth sketching and a thorough understanding of the Indian consumer, taking into account their cultural preferences, aesthetic sensibilities, and purchasing behaviors. By analyzing market trends and consumer insights, we aimed to create designs that resonate with their tastes while maintaining authenticity and craftsmanship.
The Indian Rolling Pin is an essential, found in every indian kitchen. The (devnagri script) stands for the letter ‘K’ in karigari. Lastly the circle depicts the bindi which is worn by Indians on their forehead and is considered as a mark of protection.
The final identity and assets encompassed a carefully crafted blend of visual elements, typography, color schemes, and design assets that embodied the brand’s essence. Every detail, from the logo to the supporting graphics and imagery, was thoughtfully developed to create a cohesive and impactful brand presence. These assets were designed to be versatile and engaging, ensuring consistency across various platforms while resonating with the audience.