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Aastha is presently a second-year undergraduate student at MAAER’S MIT Institute of Design, Pune; aspiring to be a visual communication designer. With a strong drive to learn, ideate and express, she envisions of combining her design knowledge with various other interests, to create meaningful and socially relevant projects in the future. For instance, lending life to her restaurant concept ‘The Jumble Jar’, which won the First place in the Battle of Design Projects at the 10th Pune Design Festival, 2016.


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We all face it! But everyone has their own unique way to come out of it, in this issue we try to explore these different ideas of handling the ‘Creative Burnout’. The most common of all was travelling, through everyone do it in their own unique style. Like Luke Ritchie from South Africa finds the nature and mountains as the best source of inspiration while Sushant Ajnikar says riding his bike and meeting four-legged loyal friends, dogs, on the way is the best way to learn. This issue is bundled with inspirations and suggests you to travel a lot. So, pack your bags and don’t forget to subscribe your copy before you leave!

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A 2007 graduate of Fine Arts from Kalaniketan Mahavidyalaya, Kolhapur, visual artist Ketaki Chavan co-founded the Cub Design Studio in 2012. Based out of Pune, the studio is a quick, focused and creative hotspot, specialising in merging creativity and design.


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We all face it! But everyone has their own unique way to come out of it, in this issue we try to explore these different ideas of handling the ‘Creative Burnout’. The most common of all was travelling, through everyone do it in their own unique style. Like Luke Ritchie from South Africa finds the nature and mountains as the best source of inspiration while Sushant Ajnikar says riding his bike and meeting four-legged loyal friends, dogs, on the way is the best way to learn. This issue is bundled with inspirations and suggests you to travel a lot. So, pack your bags and don’t forget to subscribe your copy before you leave!


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Lokesh Karekar
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Founder-director of LOCOPOPO Design Studio, Lokesh Karekar is a visual artist who specialises in illustration and design. A graduate from the Sir J.J. School of Applied Arts, he had worked for design firms like Grandmother India and Alok Nanda. He distinctly likes experimenting with new tools and techniques like paper-art, collage, clay-modeling and others.


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Yogesh Bhusare - Creative Gaga
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After graduating from D.Y. Patil College of Applied Arts & Crafts, Pune, young Yogesh Bhusare dreamt of creating master pieces and hitting it big early. To kick start this he worked with various companies, picking up tricks of the trade; that and his strong will are playing a huge role in his professional life.


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We all face it! But everyone has their own unique way to come out of it, in this issue we try to explore these different ideas of handling the ‘Creative Burnout’. The most common of all was travelling, through everyone do it in their own unique style. Like Luke Ritchie from South Africa finds the nature and mountains as the best source of inspiration while Sushant Ajnikar says riding his bike and meeting four-legged loyal friends, dogs, on the way is the best way to learn. This issue is bundled with inspirations and suggests you to travel a lot. So, pack your bags and don’t forget to subscribe your copy before you leave!


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Uttam Hasabnis - colour

With over 10 years of experience, Creative Director, Visual Designer and Creative Consultant, Uttam Hasabnis, has worked on a range of brands such as Kissan, BPCL, ICICI, Kotak, and others. He also attributes himself as a brand logo/identity specialist with strong conceptual thinking.


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We all face it! But everyone has their own unique way to come out of it, in this issue we try to explore these different ideas of handling the ‘Creative Burnout’. The most common of all was travelling, through everyone do it in their own unique style. Like Luke Ritchie from South Africa finds the nature and mountains as the best source of inspiration while Sushant Ajnikar says riding his bike and meeting four-legged loyal friends, dogs, on the way is the best way to learn. This issue is bundled with inspirations and suggests you to travel a lot. So, pack your bags and don’t forget to subscribe your copy before you leave!


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Established in 2010 by Simran Sahi, Impprintz is an independent graphic design studio. Believing in the power of a well-designed visual, their mission is to create ethical, aesthetic and progressive designs in every service they provide, from identity to print design and branding to packaging design.


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Packaging is the first vital step towards enchanting the audience. Who doesn’t like a cute box or a trendy bottle? With this issue, Creative Gaga lets the cat out of the box to reveal the world of packaging design. Featuring various local and international designers like Petar Pavlov from Macedonia and Brandziac from Russia, Elephant Design and Impprintz from Pune, the issue promises to be a keepsake for many.


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Established in 2010 by Rahul Sureka, Impprintz is an independent graphic design studio. Believing in the power of a well-designed visual, their mission is to create ethical, aesthetic and progressive designs in every service they provide, from identity to print design and branding to packaging design.


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With pandemic, varients, and lockdowns, the year 2021 has not been kind to most of us, especially those who have lost more than just freedom. Despite all the challenges, adapting to new ways of learning and working, honing many new skills, this year’s design graduates are having uniques issues. This issue focuses on 2021 design graduates to help them shine in some spotlight, whose talent you can surely see through their portfolios.


Packaging is the first vital step towards enchanting the audience. Who doesn’t like a cute box or a trendy bottle? With this issue, Creative Gaga lets the cat out of the box to reveal the world of packaging design. Featuring various local and international designers like Petar Pavlov from Macedonia and Brandziac from Russia, Elephant Design and Impprintz from Pune, the issue promises to be a keepsake for many.


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We all have a soft corner for the old brands as they been helping us in many odd times and needs. But as our lives are getting modernised so do our choices and requirements. To match that and continue to stay on our kitchen shelves, MTR has gone for a rebranding exercise with the help of Elephant team. Here, the Design Director, Mayuri Nikumbh explains the process and thoughts behind the rebranding of this age-old brand.

Tracing The Roots

With a legacy of over 90 years, MTR is a brand that has stood its ground for offering authentic Indian food products and emerged as a choice to reckon with for Indians all over the globe. When the process of re-branding started, there was a lot of previous equity, which was valuable to the brand and required to be retained. However, the consumer needs and behaviour had changed with the time and the brand needed to recognise and appreciate that by offering them just the right balance of the past and present.

Decoding Modernity

With a portfolio that boasted of more than 130 products across various categories, it was imperative to re-examine the entire architecture in order to simplify it while retaining some familiarity. Modern day consumer is bereft of time and seeks ease of navigation at the supermarket and now even on the grocery portal too. Studies showed that the modern woman doesn’t look at all foods with the same lens. There are varying degrees of authenticity, expertise, delight, convenience and health that she seeks through different types of foods. The task at hand was also to infuse more emotion into the brand – to appear more like a knowledgeable companion in the kitchen. Simply, befriend the consumer rather than intimidate her.

The Building Blocks

• Categorisation & Architecture

There were layers of information on the then existing packs that had now become redundant and not aiding the consumer in navigation or purchase decision. The pack architecture was simplified to keep the product name in focus for ease of purchase supported by the category colour coding for ease of navigation.

• Brand Identity

The brand identity was the first element that underwent a rehash. While it retained its original construct and appearance, it was infused with a dash of green – connoting natural, freshness and abundance – hence became more humane. This was further accentuated by softening the logotype by doing away with its formal serifs.

• Master Template

The colour red had already been ingrained in the consumers’ mind and established as a key MTR brand asset. It was a conscious decision to retain that but in a new template that would now tell the story of a food nation. MTR had predominantly been recognised as a South Indian food brand, and with this exercise, they now wanted to go pan India. A subtle map of India was included on the master brand template and with every dish would cue its origin with a small marker. The signposts and mnemonics being designed around the same theme were dressed as postage stamps and milestones.

• Mood Creation

Every type of food or ingredient evokes a certain mood. The best way to let the consumer know that the brand understands them was to bring forth that exact mood on the pack in a conspicuous manner. Three broad moods were created that would cover all the categories and be conveyed through colours, lighting, materials, utensils and ingredients in the food setting.

1. Authentic

With warm lighting Earthy colours
Metallic, wooden or earthen containers
And Traditional ingredients

2. Contemporary

With bright lighting Pastel colours
Modern table setting Ceramic bowls and plates
Accompaniments And Fresh ingredients

3. Delight

With celebratory lighting
Rich colours
Coloured bowls and plates
And the Indulgent ingredients

These helped in bringing out the uniqueness and avoiding monotony within the Masterbrand template and created an emotional connect with the consumer.

The final outcome was a revitalised avatar of the brand that retained its core and goodness but wore a new mantle of an approachable expert who has travelled the world and knows just what to serve.

Published in Issue 34

This is a rebranding special issue focused on finding the answers to some of the basic questions like what is the right time for re-branding? or what all needs changing and how exactly? We interviewed some of the best branding studios like Landor Mumbai, Elephant, VGC, Inchwork, and many more. If you are considering rebranding or want to learn more about the art of doing it then this issue is a must read. So, go ahead

 


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