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Linen Club is one of the top manufacturers producing pure linen fabric for over six decades. This pioneering brand has over 200 exclusive stores, more than 7000 multi-brand outlets, making them India’s leading linen brand. They approached VGC to help the brand expand their offering across the both fashion as well as lifestyle. VGC designed a new brand identity for them, let’s have a look!

Industry: Creative Advertising Agency

Services: Strategic Brand Identity, Packaging, Communication, Digital and Experiential Design


With a rise in competition and a surge in look-alike blended linen brands, Linen Club, the 60-year-old pioneer required renewed vigour and unique brand expression to reestablish their leadership position in the industry. Showcasing the natural origin of the linen and the proud legacy of the brand is essential for the brand’s identity and expansion. The premium experience of the product, the sophistication and luxury must be woven together to enchant the consumers and establish the brand in the fashion and lifestyle industries.


The timelessness of the brand and its vast portfolio remained a challenge. It was essential to simplify the brand’s portfolio and restructure its brand architecture. It was also pertinent to stay unique and distinctive in the sea of sameness, this called for demystifying the pastels and limited colours associated with the category. The brand’s proud legacy and heritage must be showcased while paying homage to its European origin and natural characteristics of Linen.


VGC designed a new brand identity for the brand celebrating its rich heritage and legacy while imbibing the natural characteristics of linen. Packaging remained a crucial element in the rebranding process. To capture the sophistication and premium quality of the product while also honouring the brand’s European origin, VGC drew inspiration from the hues and shades of flax, thus introducing a vibrant colour palette for the brand.

Through an intelligent, comprehensive and robust navigation system, the brand’s identity was further enhanced through a hybrid brand architecture system as well as a navigation system for the various brand offerings. It was also pertinent to provide a strong presence in the linen ready to wear segment, and hence VGC geared the brand for its ready to wear offering which paved the way for Linen Club Studio.

Every year many exceptional design briefs are being answered with brilliant solutions by many talented designers. Some manage to reach the limelight through awards and other recognitions, but not all. And that is where the ‘DCS-01’ comes into the picture with detailed case studies highlighting the challenges, research, and the unique solutions to each obstacle faced in reaching these final design solutions. An inspiration and a collection of quality design projects created in India recently.


So, if you are creative freelancer, agency, studio, corporate or a design student, who needs inspiration and want to know the process of making great designs, then this is a must-have book for your collection. Order it today to reserve a copy of this limited stock book.

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We go through many interesting illustration projects each day and find them inspiring enough to be shared further. Projects which have the potential to inspire and spark multiple ideas. So, here are few selected one for this week’s illustration inspiration, enjoy!

Illustrations by Samyak Prajapati

Illustrations by Vijaya Aswani

Illustrations by Saajan

Illustrations by Petra Eriksson

Illustrations by Hricha Nilawar

Illustrations by Abhee Arts

Illustrations by Cyril Rolando

Illustrations by Luis Tamani

Illustrations by Bijay Biswaal

If you have any of your illustration project or someone else’s, which is equally inspiring for fellow creatives, then share it with us on contribute@creativegaga.com

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Fun. It’s what everyone wants. So why not give it to them? Incorporating this very insight in branding and packaging transforms a non-living object into a fun-filled experience, believes self-taught visual designer Sajid Wajid. More on how adding ‘fun’ can make for memorable and lasting designs.


Branding for Poise

NH7 Weekender 2018

NH7 Weekender 2018

For Adidas Originals to launch the Pharrell Williams Pink Beach Collection

It’s all About Adding Value.

Things that look good are important for the environment; they define a particular space. Good packaging or branding can add a great deal of value to a product. It’s not just about improving the appearance but the overall product itself. Good packaging is easy to recall. That can be done by adding humour or a fun element to your design. Packaging and branding can also make a difference in the sale of the product. And that’s where the feel-good factor lies for packaging and branding designers!

Branding for The Cuckoo Club

Branding and Packaging
Album Cover for Eternal December

Branding and Packaging
Lala Hardoul, The Prince of Orchha


Branding and Packaging
Knowmad Sounds, Gig Poster

The Trick is to be Practical and Impractical at the Same Time.

If you’re just going to play it safe, chances are you will become predictable and boring. Today, products should be fun rather than being somber. That’s what people expect. In today’s times, the audience is open to being surprised by being offered something different. Everyone wants to own something totally new. And the only way you can give them that smile on their face is by taking your designs beyond your comfort zone.

KURLA. Everyone remembers a good laugh don’t they?

Branding and Packaging
Popsplatter, Coverpage Illustration

Branding and Packaging

Branding for The Granfaloon


DELHI BELLY. Illustrations for adlabs imagicas ride wrath of God.

No One Wants a Car in a Car Company’s Logo.

Branding is a symbol that speaks for the company it’s made for. It’s a lot more than just a group of elements that relate to the brand. The concept of branding has evolved, where a logo is meaningful only after it’s used. Branding needs to have a story to it, an idea. It’s like problem-solving through design. Brand recall is imperative and many people miss out on that these days. It’s all about being different and standing out. How well you can tell the story and portray it in the most interesting manner makes all the difference. Absorb the brand’s personality and play a little game of Pictionary with yourself. Simply keep in mind, the person looking at the logo should be able to identify with it.


Branding and Packaging
antiSOCIAL, Gig Calendar for May 2017

DELHI BELLY. Humor and fun is the best way to ensure branding will relate to the target audience as demonstrated here.

MERA DIL LE GAI OYE. For all those who own a Royal Enfield would know that their heart beat lies in this bike.

Branding for Turning Heads Production

No Matter What, There is Always a Limit.

Unfortunately, when it comes to design, a line needs to be drawn at some point. You cannot ignore the client or work without understanding the target audience. Imagine a Venn diagram, where one circle is you, the other is the client and the third circle is that of the target audience. The region of overlap between all three, that little area is where you work. That’s how much room you have to show your skills and creativity. That’s the challenge, but that’s the fun too.

CHEF CUPI D. This mascot for Kitchen Treasures tells the story of falling in love with your food.


Branding and Packaging
Sofar Bombay, Gig Poster

LEO (SUNSIGN). These eye-catchy hand drawn zodiac characters definitely work for merchandising.

GET CARRIED AWAY. Ratability can’t get better than using symbols of what people use every day in their life - public transport in Mumbai.

Published in Issue 21

They say not to judge a book by its cover. But they also say that exceptions are always there. There’s no doubt, branding and packaging are the faces of any business and product. They decide the way people will receive the brand; whether they will accept it or reject it. To understand and gain more perspective on this much-unsolved mystery, we invited many branding and packaging experts who throw light on the topic.


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Mira Malhotra
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Mira Malhotra distinctly classifies the nitty-gritty of Indian design, and the reasons why it is so different from design that comes out through most of the other parts of the world. To provide perspective, she uses the contrast of European art to display the difference in the two approaches.

nything that is distinctly from the Indian subcontinent makes a design Indian. Motifs, forms, colours and or visual treatment; putting paisley on something, and so on, can make a design Indian. From colourful folk items of Kutchh to earthy colours of block prints, or to certain organic elements like depictions of lotuses, all constitute ‘Indian-ness’. Yet, it can be just the content that makes something Indian i.e. what something constitutes and not just the way it is represented. A broad example of this would be the many numbers of symbols that India has in its culture, and which represent this part of the world – such as the cow, the lotus, elephants, a little oil lamp and so on.

Illustration for JSW Forma

The most important thing to develop Indian design is to stop looking at design from the west, and instead embrace what we see around us. It will automatically translate into your work, and your work will ultimately feel more Indian because it is genuine, honest and truthful. We have a tendency to glorify design and art in the contemporary western world while overlooking the ancient and powerful design of our culture and history. It’s time to openly and consciously acknowledge their strength and impact, which have kept them eternally relevant.

It can also just be an approach. Art in India differs from its counterparts in the West greatly. European art (derived from Graeco Roman canon) is ‘perceptual’, and ours is ‘conceptual’. Both classical and folk arts in India (as it is in many other eastern countries) subscribe to this. For e.g. in Indian classical arts, the human figures were drawn as an ideal, rather than based in reality.

In rural and folk arts like Madhubani, the approach is less academic or rooted in studies of actual objects, and is purely based on the ‘Draw what you know’ approach, rather than the ‘Draw what you see’ approach of Europe.

Illustration for British Council India

Indian art pays little heed to perspective, regardless of whether is it is a one-point perspective; two-point perspective or other such devices that make drawings look ‘real’. And, a lot of Indian art is also non- representational i.e. It is more abstract than based in the physical world.

Personally, I feel that European and Eastern practices differ in what is quantifiable, the former focusing more on it, while the east does on what is not quantifiable, which is why, for Indians, developing the mathematical concept of ‘Zero’ was also easier.

Published in Issue 39

Indian Design Special! As the festivity is all around, every brand or business is trying to impress the Indian audience. But what really works for us Indians? What is an Indian design? And how we can make designs for India? To understand it, we interviewed some Indian creatives who are successfully creating designs for the Indian audience. Neha Tulisan, the founder of NH1 design, highlights to understand how we Indians live; how we grew up; and what moves us emotionally. Whereas Mira Malhotra, founder of Studio Khol, emphasises on the difference between Western and Indian Sensibilities. Also, we support keeping ourselves connected with Indian cultures, languages, history, aspirations and more, will help find the Indian context in everything we create.


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The colourful Mahabharata written by Kamala Subramaniam inspired the Italian artist Giampaolo Tomassetti to create the illustrative version of it and Art-Ma is presenting the collection through Virtual Reality. This exhibition take you to a soulful indulgence and leaves feel inspired and mesmerised. It is a gift to world, much needed in today’s chaotic and heavy times.

Indian Mythology

Before illustrating, Giampaolo visited India to have a better understanding of Indian Culture and Mythology. It also strengthened the bond with the practice of Bhakti Yoga and living a simple life. To understand the costumes, he also spent some time in the School of Drama. Tomassetti studied the Mahabharata minutely until he felt a connection to the feelings of the characters. All of this accumulated knowledge can see in his Mahabharata collection.

Art-Ma is allowing seeing these hand-made illustrations digitally through Virtual Reality, click the button to reach the VR room.

Indian Mythology

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Illustrator, Priyanka Karyekar, run us through the concept-based approach she takes to her work, and how that guides her process of designing her illustrations – right from observing to developing a strong concept, on until treatment and finally communicating effectively.

To all the Mothers out there who always eat at the end

Lucky Friend

Illustrated Mood

Weekend Swag

No Substitute For A Concept.

One must rather believe in having a strong concept. Treatment can be varied – for example, the colours that are used across artworks can very well be inspired by the subjects and personalities of the concepts. One might want to focus more on the big idea rather than the treatments and beautifying the elements. If you have a strong idea in your hand, you will eventually find a way to make it look good. The need is to be more simple yet effective. Likewise, quirkiness need not and may not always a part of the illustrations.

What I Ate For Dinner


Black Chicken

Aam Life

There are certain subjects that may be serious, but you want to make it more fun to get the whole serious tone out – it entirely depends on what exactly you want to communicate. In the same way, do not really look to maintain symmetry and proportion in compositions, if that suits one’s temperament, style and approach. For example, in some of the illustrations, there is no symmetry that is trying to be achieved – it’s just the way of drawing;, not force-fitting any rules while one is drawing.

Work Life

Future Feminism

Happy 9 Years

Chai Therapy

Treatment Varies From Subject To Subject.

It can be very simple and minimalistic, or it can have those tiny details that add value to your subject. Adding minor details are actually the observations that you are trying to put into your design, which is also a great way to make your design truly relevant. People, their stories, and events happening around are what mostly inspire any form of artwork, directly or indirectly. All one has to do is observe; that’s all it takes – a keen sense of observation. The stories that you are trying to communicate through visuals, one must recognise, the need of strong colour systems as well – colours that decide the mood of the illustration.

Batatyachi Chal

Batatyachi Chal


To Truly Evolve Our Craft Is The Way Forward.

If artists and designers of all forms focus on the 3H’s (Head, Heart and Hands), their work will positively impact and take forward the process and future results of the field – that would be true evolution. The ‘Head’ stands for the ideation. The ‘Heart’ is for being empathetic towards the people you are working for. Then, lastly, all you need is skilful ‘Hands’ to execute that big idea that is visually appetising. That is the core of achieving what is desired. If these three things can be ensured in the years to come, then the creative communication can not only take a big step forward but can make a giant leap instead, especially with the kind of technology that is available to us today.

Welcome 2019


Cute Monsters

Published in Issue 41

Every year brings many opportunities and hopes along with celebrations. For this issue, we reached many visual artists and designers to know their expectations from the year 2018. This issue’s cover designer, Shreya Gulati is exceptionally impressed by the advancement of technology in design, especially how VR & AR has impacted new ways of creating. Honing and sharpening one’s skills is always a quest for every creative. So, whether you have many or none expectations for the year, 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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Sanket Wagh

“Life should never get you down whether there’s a lockdown or not. Now, maintain safe social distancing, together we can be all-conquering. Let’s stay together by being apart. This one is straight from the heart” says, my friend Mr Karl Mascarenhas who heads DIVA Pageant Studio in Pune.

Sanket Wagh
Director & Business Head of Cub Design

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eing overwhelmed with the Pandemic wave, Everybody is worried about their survival. And yes, it’s very normal to feel anxious with what, how, and when questions, which are bombarding our minds. But, there is always a brighter side which many of us don’t see. I believe that every negative phase brings us new opportunities.

Time is costly, let’s not waste the precious by watching Netflix or other TV Shows which don’t enhance our future. Instead, plan to positively impact our income. Imagine (for a moment) there is no end to the lockdown and you have to sit at home for your lifetime! Scary, isn’t it?


This is relationship-building time, not sales time. Being a director & business head of an advertising firm, I dream of grabbing more business every day, but now, most of our clients are shut. We do not have any scope for sales-oriented campaigns and activities on digital platforms.

‘Now’ is the prime time to build personal relationships with your clients. “Hello, I hope You are your family is healthy and taking good care in this lockdown” is a good conversation starter. I developed a rapport with my clients by educating them about how I can enhance their business. Online meetings can initiate spark on how to invest in marketing activities.

Nowadays, you see floods of ‘Free Webinars’ and 90% discount on education courses for working-class. But, is it worth attending these? Yes, educate yourself by listening to established speakers as much as possible in this lockdown. My Corona theory of communication, as I mentioned earlier, that bad chapter in life brings possibilities and, there is a lot to learn from this virus. Like Corona, which starts from the mouth and spreads like a fire, develop the campaigns which are based on mouth publicity. In the current situation, WhatsApp is the biggest mouth publicity tool. And you should be focusing on how your content & communication can be made viral (Do not hesitate to use memes mode for your client).

Social distancing can be seen as an interval of messages and follow-ups with your clients & customers. There has to be a pattern in follow-ups and sending personalised messages to your audience. This should not be too often nor too late. As this virus targets every new individual you should also be focusing on prospects every day. Good work and good relationships act as Referrals Platforms for you. Spread like Corona but for a better future!

To conclude, the future of your business is in your hands. We cannot stop the calamities but, we can evolve living with them. The future is never bright until you make it so!

Stay at home, stay safe and be prepared & stay motivated!

Published in Issue 50

The Creatives Under Lockdown Special! We all started this year anticipating many things, but nobody thought of life coming to a complete halt. The Coronavirus pandemic has forced every human to re-evaluate their attitude towards nature and life. We also have been forced to lock down in our houses. Though we are no more in the lockdown, still many unfortunate ones continue to lose their lives and livelihoods. This isolation has given many of us the time we needed to finish our long pending tasks. Some have turned to art and craft for peace and solace. While most got relaxed and enjoyed their time with family, others used the focussed time to prepare themselves for the life post lockdown. On the other hand, creative freelancers found it helpful for them to focus and produce more as their work setup usually is within their homes. So, to understand how all the creatives have handled the lockdown, we reached many who have been creating and sharing inspirational artworks during this time. So order your copy if you are looking for inspirational COVID lockdown artworks and some advice on how to handle the current slowdown more creatively!


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If it was only about needs, everyone would be sitting in similar chairs and drinking coffee and wine in the similar glasses. Desires are just as important. And to make these two meet, a product needs to be balanced, following a rational process. Product design studio, ‘Design Gandhi’, founded by Hardik Gandhi, lists down eight basic elements whose combination ensures people are wooed by its beauty and surprised by its functionality.

DOT Steel Wardrobe

VIBE Single Bed

1. Define, derive, delight

That’s the process a product designer should follow to arrive at richly thought out designs and products that are just as ingenious as resourceful. Once you have thought of the idea, the next thing is to figure out how to manifest it. That requires a good understanding of material properties and their behavior in various contexts. What you have in the end is a tangible token of what used to be only an idea, something that makes the user smile and feel special.

Product Design
D MUG. Inspired from how one holds the coffee mug naturally.


Product Design
Knowledge Tree. Modified bookshelf that stores books in angles.

2. Keep it less to achieve more

In today’s cluttered and busy life, minimal designs can surely stand out. It’s important to understand that a product is a simple solution to an everyday problem. And minimal in no way means boring. In fact, minimal is something that one won’t ever get tired of seeing every day. In order to achieve that, you have to keep your designs colourful and dynamic, using appropriate materials and processes. That’s how products with an uncluttered and effortless appeal become hot favorites as they reflect clarity of thought and idea.

Product Design
Product Design
Zigzag Floor Covering. Multisegmented floor covering.

3. Observe, observe and only observe

Getting ideas is no big deal if you have your senses open. Inspirations can come from almost anything around you. From a roadside ‘jugaad’ furniture to a tree to a flower petal, India is a beautiful source of ideas. Sometimes really insignificant objects are the most inspiring. As a designer, the next job is to transform them into something beautiful, and there you have your design.

Product Design
Product Design

Product Design
Home and Car Fragrances

4. Form and function go hand in hand

Marrying form and function might seem to be a tough part only if you consider them as two separates. The relationship between the two is not linear and one doesn’t come before the other. They come together in the form of an idea, when you are thinking of something new. Design is art with a purpose. Therefore, holistic thinking is the key to an innovative idea. Well, that’s also the difference between a designer and a decorator.

Product Design
Product Design
Product Design
Product Design
Jaipur pottery

5. A canvas means opportunities

Space is a very important aspect of product design and you must ensure the product demonstrates the best utilization of space. Space is your context and also the content. As designers we should realize how people love it when a design manages to do a lot in less space.

Product Design
Jaipur pottery

Product Design

Product Design
Xcent Multipurpose Stool

6. It can do this, this and this!

Multiple usage of a product is a fancy bonus for the consumers. So think of ideas and designs that can be re-arranged to cater to multiple wants. After all, who wouldn’t be amazed at something that’s a bookshelf, a stool and a great looking storage space? Remember, people like to be unique and that’s why they buy things that are unique.

Product Design
Product Design
Product Design
Product Design

7. Show your funny side

Adding an element of humour in your designs helps create works that are more interactive, refreshing and young. Because you’re not giving your design just a utility, but also an experience. Incorporate an element of fun in your designs and consider them sold.

Product Design
ZigZag Modular Unit

Ease Chair

8. It’s common sense that’s not so common

Product design is no rocket science that involves design fundamentals or elaborate researches. At the end of the day, you are also a consumer and a human. And it’s common sense that helps generate newer ideas for spaces, thereby giving vent to intelligent creations.

Product Design
Kings Rolls

Product Design
King’s Rolls Environment Graphics

Published in Issue 12

The first interactive issue of Creative Gaga with Augmented Reality features. This issue focuses on the transition of Advertising from real to virtual and blurring the boundaries of both at the same time. Also bundled with lots of interesting articles and interviews.


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You can see so much more with one eye closed. Photographer Girish Jain believes art is present everywhere, and that one needs the right perception, an intention and of course a camera, to see it. Here, he tells us a few of his tricks that can get you clicking too.

Be the Fly on a Wall

As a street photographer, your first lesson is mastering the art of invisibility; wearing the invisibility cloak. Always try and find ways to keep your camera and yourself out of your subject’s sight while you photograph them. This is important because it helps you capture, raw and natural photographs without the person getting conscious of being watched. Photographers, who have mastered this ability, take the concept of candid photography to a completely different level.

Connect with the Subject

That’s the only way your photographs will stand a chance to connect with the viewers. A great connection is established when you wait for the right moment, when you are patient. That moment is so important because it will never come back in the way it was gifted to you. It’s the job of a good photographer to freeze that moment in time, by capturing it.

See with your Mind

Learning to see is an essential characteristic of a photographer’s eye. Look around yourself. Observe the various elements in the scene. Discern the inherent details. View and review the scene. As you do so, you discover a lot of passive things, which never seemed to have caught your eye. Remember, composition is key. Think in terms of composition, lines, patterns, balance, and simplicity; they will lead the viewer’s eye into your photograph. Looking at things around you in this manner eventually leads you in discovering an interesting image from an ordinary scene.

Work the Shot

The perfect photograph could be a result of either great luck or great art. Professionals get the images they want by working the shot. It’s all about discovering the image. It’s all about composing and re-composing the shot by changing the angle of view, anticipating the moment, zooming in, maybe zooming out, subtracting some elements or even re-arranging them till you arrive at an image that satisfies the artist in you.

You are your Best Teacher

You can’t succeed by sitting on your desk, reading and researching about photography. You have to get outside to look, observe and experience the moments that you’ve been missing. And you’ve got to do it alone. Hold some private lessons with yourself. Photography requires a lot of concentration. And such focus can be attained when you practice the art by yourself, with no one but yourself to disturb you.

Last but Not Least, Lose Yourself

The best things happen, when you give yourself up to the surroundings. Always remember there might be a limit as to what the eyes can see, but an artist’s vision is limitless.

Published in Issue 19

A typography special, made up of not only Indian type designers or designers whose first love is type, but also few very talented international designers who open a totally new playground with sharing their insights and inspirations. This issue has exclusive interviews with Lucky Dubz Trifonas from Netherlands, Indian UI & type designer Sabareesh Ravi and Shiva Nallaperumal, who believes, type designers are the material providers to all the creative professionals. Also, includes a special making of Nirlep rebranding done by Elephant Design and an interaction with the ace product designer Aman Sadana.


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