1

Sumouli Dutta, a doodle and illustration artist, tries her hand at creating a 2018 calendar of Indian Gods set apart from the all so common representation of the theme across common calendar art found through the country.

Indian Gods
Indian Gods
Indian Gods

Challenge

Inspired by the variety and depth of India’s mythology, Sumouli wanted to create an exclusive 2018 Hindu Avatar calendar based on selective Hindu gods of the millions worshipped in the country. However, the Indian belief that it is auspicious to start a month or each day looking and praying to gods and goddesses meant that Indian Hindu gods were the most commonly used topic to design or illustrate on a calendar. So her main idea and challenge was to create an exclusive calendar distinct from the usual by depicting a series of ‘cute, lively, quirky and bright coloured reusable avatars’ to be conveniently displayed on work desks, study tables or shelves.

Indian Gods
Indian Gods
Indian Gods

Solution

Since the idea was to give a new look, feel and use altogether, this intention made her work a little more hard to break the stereotypical form of illustration and do it differently. The journey of learning and reading mythological stories before sketching was thus very insightful. She then searched and scribbled ideas and facts of each of the avatars she found to be interesting from the context of what she wished to create, hence trying to bring cute elements through facial expressions, colours and the Vahanas (vehicles). The illustrative process was mainly carried out using software such as Procreate and Autodesk Sketchbook on an iPad and laptop. Further, instead of making a normal desk calendar, she made a series of postcards that could be reused once the month got over i.e. the calendar’s dates could be cut off and the illustrated avatar could be framed and hung on the wall or displayed in other ways suitable to the user – probably offered even as a gift. She used binder clips to make a stand, hence giving it a unique look.

Indian Gods
Indian Gods
Indian Gods

The Result

The result was a fun, unique, vibrant and playful 2018 Hindu gods calendar. It prominently featured major sacred Indian avatars such as Shree Ganesha, the hugely popular god who represents satiation and security; Saraswati Mata, the goddess of knowledge; Shree Krishna, Hanuman, who stands as a symbol of strength; Brahma, referred to as the supreme creator; Vishnu, the one who maintains the balance in the universe; Shiva, destroyer of the old and a few others. What a way to count days!

Indian Gods
Indian Gods
Indian Gods

Published in Issue 42

Every designer wish to be independent and willing to jump into the word of freelance but most of them unaware of the fundamental challenges of the initial phase. So, we dedicated this issue to freelancers and interviewed some established and talented designers to dig deep for the expert advice. Kevin Roodhorst on the other hand, an experienced freelancer from Amsterdam, has recently shifted to be a full-timer with an Agency says “Freelancing is not all roses!” and shared the best way to survive as a freelancer! So, whether you are a freelancer or planning to be one, this issue is a must-read. Go ahead and order your copy here or subscribe to not miss any future issues!

 

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Showcasing new packaging design trends making their mark this fresh year. Check out all that’s new and all that’s found its way from the past into the present. There’s so much to discover!

Design, design everywhere! There is so much design in this world, today, considering the wide range of applications that it has. No doubt, it has become so much more relevant now than in the past. If you take a good look at it, you realise how design has changed across various mediums in time and taken new shape and perspective.

 

With that in mind, here we highlight some of the new trends that have found their way into the existing design scenario and those that have carried on through generations to come forth even in current times. Take a good look; you never know what it might strike!

01
Flat Design

Flat is in. Something that has been in vogue for a long time now, it continues to remain the ideal way of display, presentation and functionality as well. The classic flat can be seen in various shapes and patterns up to this day. Be it squares or rectangles, the flat is here to stay.

Brandiziac - Packaging
packaging design
startup

02
Minimal Design

Minimal is the new thing to do. Gone are the days of congested, over-informative and heavily loaded design with overwhelming patterns, colours and shapes. Instead, design has grown to become not only smart but so also ‘essential’. That just makes it easier to focus attention on what really matters, doesn’t it? Clear, simple minimal.

Packaging

Designed by
Łobzowska Studio and Marysia Markowska

Inspiring Packaging

03
The Colors

Bold Colors

“Colour, colour, which colour do you want?” Remember the game? Well, when it comes to current design, the answer is pretty clear and simple – Bold colours. They strike the eye well and stand out in a space filled with so many different shades without much effort. Bold is the new gold, indeed. It does the job and in a striking fashion, that’s hard to miss.

successful packaging
Packaging

Designed by Marco Serena

Packaging

Pastel Colors

Pastel colours are quite contrary to the widespread trend of bold tones and shades. That is one of the reasons they go so well with subtle messages that need to find their way through the clutter of loud designing. It is one way to be heard and seen without creating an unnecessary fuss in a space that is filled with noisy and flashy features.

Packaging

Designed by Creatsy Official

Packaging

Designed by ChocoToy cute


04
Bold Typography

Bold is big and bold is beautiful. It speaks loud and clear, without room for doubt, thus putting across the message in a way that leaves no scope for any kind of distortion or dilution. It has, for this very reason, become so much of a trend to find big and bold typo in bold shades and backgrounds. Look around, it’s everywhere.

packaging design
packaging design
Packaging
Bombay Brasserie - The Indian Culinary Expert

05
Patterns & Shapes

Geometric

Geometry is present in everything. Right from a needle to the very solar system, everything is geometric in nature – something worth considering when it comes to design too. After all, geometry is perfection and can never feel wrong if all is in sync. So also with the design elements, the right geometry never fails.

Packaging

Designed by oraviva! designers

Packaging

Designed by IWANT design

Custom Shapes and Elements

Made to fulfill the need of the hour based on the relevant context of communication, custom shapes and elements such as hand-drawn illustrations give an unmimicable touch to branding. They need not necessarily be symmetric or “perfect” in size and proportion but more a trademark style. What better than an un-mimicable touch, isn’t it!
Inspiring Packaging
Packaging

Designed by Lucas Wakamatsu

Vintage

The term “Vintage” speaks for itself and needs no real explanation. It is synonymous of a strong level of integrity and effect that has lasted the test of time without compromising on its originality. “Vintage” will never be old; it is here to stay for a long time to come if not forever.

Inspiring Packaging
Packaging

Designed by
Auge Design and Giovanni Stillittano

Packaging

Doodles/ Illustrative

Doodle-doodle on the wall, haven’t we all? Well, this is a trend that had lasted generations and seems to never get old—’cause doodles are always fun, spontaneous and hence unique, never exactly the same as another. That is why they’ve found their way well in the design culture too and are highly impactful especially with the youth.

Packaging

Designed by Backbone Branding

NH1 - Vada Pav

06
Unusual Materials & Shapes

The unusual never fails to be noticed and make an impression. So also it is when it comes to design – everything from weird shapes to all kinds of materials, the sky is the limit. With the kind of tools available today, it is not difficult to execute that which is not so common. No shape is odd and no material is wrong.

Packaging

Designed by Backbone Branding


07
Holographic Effects

The holographic effect used to be ‘the’ thing to do at one point in time due to its shiny, glittery nature. It is here to stay, though, as it finds it s way into the current design scene. The lure of the vintage never fails to shine even in new times. Holographs would catch our eye on any given day, including today apparently.

Packaging

Designed by Anagrama Studio


08
Gradients in Packaging

Now, here’s something new and definitely worthwhile. One shade just doesn’t seem enough sometimes, so there’s a whole range of it. Just a tone lighter or a shade darker can create and put together a whole series of gradient design. Isn’t that amazing, the entire rainbow is available to put on display!

Inspiring Packaging
Packaging

Designed by Marco Serena

Packaging

Designed by Backbone Branding

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Reaching out to the Indian society for freedom on social issues is not everyone’s cup of tea. But some master this art and show us how this can be done by being bold yet sensitive. Browse through Geeta Parulekar’s work to get an idea!

social issues

With creativity running in her blood, Geeta always wanted to create something unique apart from the regular college assignments. This got her illustrating on social issues like rape, LGBT and racism to name a few, believing in the fact that this was the right way to present her thoughts to the public.

While researching on the social issue of the time, LGBT, Geeta came to the realisation that ‘Love has no gender’. Playing cards are something that is seen and used by everyone in our society. The face cards portray two same-gender beings on a single card and this became Geeta’s inspiration for her LGBT project illustrations.

Her style of illustrations is delicate and subtle, aimed at addressing extremely bold topics or social issues without hurting anyone. A fan of the vintage look and the Indian traditional miniature style of art, her artwork has a reflection of the same. To make LGBT more acceptable in the society, Geeta not only restricted herself to creating illustrations for publications but also designed motifs for t-shirts and coasters to support the movement.

The LGBT project illustrates all the three sexual orientations on three types of playing cards i.e. gay, lesbians and heterosexuals. The fourth card reveals the message of the campaign – ‘Love has no gender’

Published in Issue 42

Every designer wish to be independent and willing to jump into the word of freelance but most of them unaware of the fundamental challenges of the initial phase. So, we dedicated this issue to freelancers and interviewed some established and talented designers to dig deep for the expert advice. Kevin Roodhorst on the other hand, an experienced freelancer from Amsterdam, has recently shifted to be a full-timer with an Agency says “Freelancing is not all roses!” and shared the best way to survive as a freelancer! So, whether you are a freelancer or planning to be one, this issue is a must-read. Go ahead and order your copy here or subscribe to not miss any future issues!

 

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CURRENT ISSUE

 

Ankur Patar
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Ankur Patar has won many national and international awards during his journey. With over 13 years of advertising experience, Ankur has worked with agencies such as DDB, JWT, Goodby Silverstein & Partners, McCan, Adobe, Femina, Puma, Lenovo and many more.


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We dedicated this issue to Digital Art where we explored the connection between our dreams and imagination and how the flexibility of technology can be used to document that. In his exclusive article, Android Jones explains the broader perspective of digital art. Featuring Ankur Singh Patar, Archan Nair, Harshvardhan Kadam and Aamina Shazi Arora, every article discusses how each of them has an individual way of working and yet they all look at life beyond the obvious to appreciate it’s beauty. So, go ahead

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To meet the ever-changing demands of the Indian urban homes to be in-sync with the contemporary trends and lifestyles, Godrej is launching its new design brand Script outlined by Codesign.

The Challenge

The script is a new brand by Godrej & Boyce, offering contemporary furniture & decor accessories across mass-premium, urban markets in India.

 

Urban home living today throws up a new set of challenges via changing social behaviour, space availability, family structures, aspirations and global exposure to design and lifestyle. This necessitated a re-imagination of furniture—from lifestyles that adapt to established forms of furniture, to furniture that responds and adapts to activities & behaviour. Urban India as we know it, is changing—with people trying to find more meaning and relevance in everything they do, from food to fashion, work & mobility, it’s the time of new living.

The Script Project
The Script Project

The Solution

Contemporary India’s active pursuit of an openness to change formed the premise of design thinking for Script products & services. Codesign was commissioned in the early days of product development, to work in close collaboration with the internal project team, to identify & articulate the core brand idea and create a visual identity system through audios and visuals for the new brand.

The Script Project
The Script Project

Framing the Brand Narrative

‘Design for New Living’ is the soul of the Script brand, capturing the urban zeitgeist and acting as the north star for brand content—embedding a clear point-of-view within all communication.. ‘Design’ denotes the design-led approach of the brand, cueing both the purpose-built capability and higher aesthetic quotient and craftsmanship of the brand. ‘New Living’ denotes new practices or ways of living, that answer to challenges and aspirations of contemporary living.

The Script Project
The Script Project

Creating a Visual Vocabulary

The visual vocabulary for Script establishes an instantly recognizable and distinct aesthetic for the brand using fresh playful design elements in a cohesive and graphical play, evoking the core sense of newness & change.

 

The brand logo is a simple, sophisticated mark, that exudes warmth while standing out with its geometric construction. Derived from the logo, four Graphic Elements (the bar, bend, ring & half ring) open up a whole ecosystem of activity and play for the design language—cueing the smart agility & adaptability of the products.

The Script Project
The Script Project

The primary palette of Script, black & white provides a simple, yet bold canvas, to allow a variable colour play that is theme/product focussed and allows diverse storytelling about products and experience ecosystems.

 

Generously paced layouts and flexible grids allow for a simple but striking display of content. Photography guidelines set the framework for a distinct staging of product & settings that allow clear emphasis on functionality & form, and through consistency also build stronger brand recall.

Identity in Motion

On-screen, the visual vocabulary of the Script comes alive through audio-visual expressions with a characteristic motion—the Shift. Rhythmic & bold, the Shift moves with consistent pace and ease, to unveil new content and settings. The Shift moves on a simple grid across screens, allowing for greater consistency, while varying in orientation and scale.

The Script Project

The Logo signature uses only the characteristic Shift behaviour to decisively mark the beginning or end of branded content. While other elements in on-screen communication also use the Shift behaviour to move, its use in the logo signature reiterates brand presence through its starkness and simplicity.

The Script Project

The Graphic Elements inherit the Shift as the characteristic transition device and are designed for use both as single units and gridded patterns. A secondary expression of the Graphic Elements was designed to mark occasional communication, like a new season, range etc and uses 3-dimensional avatars of the elements with relevant surface treatments, suspended with gentle motion in space.

The Script Project

The Sound of New Living

The sonic identity of the brand celebrates the decisive motion of the Shift motion behaviour. Global, contemporary and agile—the master soundscape has multiple layers grounded in a base staccato string that complement the pace of motion. The instrumental character of the soundscape is balanced with an electronic undertone and harp-like sounds to infuse lightness and fluidity. The combination of diverse sounds within the composition evokes the diversity and adaptability of the brand products and appeals to a contemporary, global sensibility. The sound logo is a distilled essence of the soundscape and emphasises the bold pace of the logo signature animation as a stand-alone marker of a brand.

The Script Project
The Script Project

And The Result

Script marks the entry of the Godrej group into a new segment that is sharply differentiated from their established budget furniture brand Interio. It addresses emerging needs of contemporary lifestyle & home spaces and delivers solutions backed by Godrej’s intrinsic culture of design & manufacturing innovation. The freshness of the solution strategically enables a brand name as established as Godrej to reconnect with newer urban audiences and stand apart from its existing offering in the budget segment.

The Script Project

Client: Godrej & Boyce
Branding & Identity Design: Codesign
Moton & Sonic Design Partner: Addikt
Image Credits: All brand images & footage, courtesy Script.

The Script Project
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Magic transpires when designers unleash their true potential. Studio’s website is a platform where designers showcases part of themselves; the culture, the values and most importantly the capabilities. Since constraints are close to none, the thrill is also like none other and experimenting with otherwise distant ideas turn into a reality.

Every designer here is a king; the platform is a home ground where every inch is known and every control in own hands. With power comes responsibility and every designer considers the below mentioned pointers by Lollypop Studio to ensure they set the benchmark:

1. Culture is Design

Culture is beautiful, it adds so many colours to human existence and at the same time provides a uniqueness to a group of people. Similarly, every studio has its own culture, its own way of doing things, its own set of values and ethos. Design can visually communicate the studios vibes with visitors as soon as they get on the platform. Good design embeds culture and it flows in design so seamlessly, so tastefully, that it triggers the emotions within everyone who visit the site and sets that subconscious connection which otherwise is not possible. About us and Career Pages can mirror behind the scenes.


2. Thrive on Design Wizardry

Design unicorns are the most sought after and its true. But, every studio has a niche that they excel in and showing off the core is a great idea. This could probably ease the efforts required in realizing the dream that every studio aspires to such as big brands, kickass ideas and cool designs. Paint the bigger picture, of course; but always hit the right chords.


3. Experiment Leads to Innovation

Being at the forefront of creativity and usability, designers need to experiment with the latest trends and technology that fall in line with the studio. It can be completely crazy and mind-blowing concepts with elements never heard or seen; however, these elements should not confuse users or site visitors. Every element should be meaningful yet novice and should fall together like pieces of an intriguing puzzle. From micro-interactions to illustrations to layout to navigation, everything can be experimented with and mark an era of new design language. Iterating and staying abreast with technological and design change offers an advantage and lends an upper hand when selling to clients.


4. Give Attention to Soul of Studio

If heart stops pumping the blood, everything falls apart. Similarly, if the required attention is not given to the work that has been crafted, everything will go for a toss. Take time to present your designs beautifully; it should centre around the challenges and crafted solutions and not beautiful mock-ups. And, they should open at the landing page itself, keeping the principle of ‘Don’t make users think’ intact. This has to be the selling point and should showcase the competitive advantage that can be shaped by the studio.


5. Don’t Follow – Lead!

World is a funny place as it asks for proofs time and again even after you have set your mark. And, with ever changing digital ecosystem, it becomes all the more important to set the benchmark in the field of design. So, why not be a leader and among the first few adopters who sets the standards and benchmarks for the rest? Design a new website with every changing year or the two bringing in the innovative elements and mirroring the new trends; better, create your own trends! This is also the cleverest move to stay ahead of competition. Constant change can be beautifully moulded into an advantage while creativity stays at
its best.


6. Show-off the Unique Self

A peek into the design process and studio life through pictures and a culture video can pump up an enticing lot of energy into website design. The tiniest of emotional connect matters and move visitors when it hits the right chord. Pictures and videos also drives the trust factor as visitors watch how the words are being lived up to.

Conclusion

There can never be a right or wrong way of designing, it is pervasive and ironically subjective. With billion perceptions and ever-growing technological advancements, it’s easier to strive to deliver to the best of capabilities keeping learning and unlearning at the centre. Happy Designing!

Author: Sathish Natarajan, Lead UI Designer
Image Credit: Preethika Asokan, Illustrator
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Codesign

Codesign is a studio which designs identity and communication to connect ideas and people, creating impact for brands and value for organizations. Their work addresses challenges faced by brands, organizations and users, solving all of it and bringing value to all the three stakeholders, bridging the gaps between them through meaningful design.


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This issue, we try to explore different views from many well-known studio owners and senior designers. While Anthony Lopez of Lopez Design shared tips on what a studio looks for in a designer, Mohar Ray from Codesign highlights the key aspects that play a significant role and make the difference in whether you are hired or not as a promising designer. Also, this issue has an insightful article on ‘Branding with reason and love’ from Itu Chaudhuri, founder ICD (Itu Chaudhuri Design) along with Siddhi Ranade, explaining his tools of story telling through his unique style of illustrations. This issue is a must read for a talented graduate to a branding expert. Order you copy and enjoy reading it!

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