Kurnal Rawat
ad here

Kurnal Rawat is a creative director at Landor & Fitch whose work brings Indian contemporary design to the forefront. With over 20 years of industry experience, Kurnal began his career by co-founding Grandmother India – a pioneering move to start a branding and design agency when the Indian market was full of advertising houses.


From startups to Corporates, Kurnal has successfully worked across varied industries like Aviation, Banking, Consumer Goods, Exhibitions & Events, Fashion & Lifestyle, Hospitality, Sports, and Government initiatives. Some of the renowned names he has worked with are Hinduja Healthcare, British Council, Godrej, to name a few.

Featured In

With cover illustrations by Archan Nair, this issue brings inspiring Digital illustrations, Extreme Graffiti, expert’s insights on space design and many more!

Related Posts

No posts were found.

Find Him Here



ad here

Due to jewellery’s uniqueness and exclusiveness, it has been one of the most significant luxury assets throughout history. Landor & FITCH and Renaissance Global have collaborated to celebrate the relationship between women and jewellery, making the possession of fine jewellery special for modern women. Take a glance at their journey of creating a branding for Irasva’s exceptionally suave ambience.

Branding of Irasva
Branding of Irasva

About the Client

Renaissance Global has been operating in the jewellery industry for more than two decades and has designed incredible jewellery for marquee clients all over the world. They are venturing all over the globe and are the key suppliers of the majority of jewellery retailers including Irasva. The founder of Irasva Leshna Shah is truly devoted to designing and creates jewellery to perfection. Her collections have fine jewellery pieces designed and crafted by expert artisans.

Branding of Irasva

Branding of Irasva

Working on the Logo

Landor & FITCH have questioned everything in an ordinary jewellery store and reimagined its entire landscape. The brand name chosen to represent this idea was ‘Irasva’ which was the union of two words ‘enjoyment’ and ‘self’ in Hindi. The logo consists of the ‘S’ as an infinity sign which signifies the endless opportunities and ambitions of modern-day women aiming to create a branding that is sharper, culturally exciting, minimalistic and has a global design aesthetic.

Branding of Irasva

Eloquence of Uniqueness

The colour theme used by the brand is quite wicked. Pink and blue are fairly unambiguous colours that sit on the opposite side of the strong and delicate spectrum. These hues are commonly associated with women and men respectively. Irasva conscientiously uses these colours to break gender stereotypes. The intricate work on the details; from the wrapping paper to the small diamonds on the logo has all contributed to creating the comprehensive visual identity system of the brand. Landor has aimed to create visuals that would maintain Irasva’s essence but still make it look recherche. The pictures successfully convey this with jewellery floating, rising and shining portraying the brand as free-spirited.

Branding of Irasva

Seeing the Immortal Muse

In the process of designing Irasva for retail glory, Landor kept in mind to offer a warm welcoming and comfortable environment for the customer where they can walk, analysing and explore the jewellery and find the one which connects with them the most with ease. The store consists of gifting sections, a boudoir, café, dressing area and a designer’s favourite section. Everything from the displays to the usual jewellery store map was reimagined focusing on more than just the customer making a purchase.

Branding of Irasva
Want More Indian Design Case Studies? We have that sorted too…


ad here

Whether it’s a cultural transformation, differentiated customer experience, or tech-enabled innovation, every business needs to evolve with today’s rapidly changing world. Landor is helping its clients using the brand to transform their business for the new world challenges.

Client: Millennium IT

Services: Visual/Brand Identity

The Brief

The task was to determine how Millennium IT, a local information technology stalwart could create a new, differentiated frame of reference for itself? The brand MIT has a strong legacy of being a visionary player in the local market and it now sought to infuse new energy into the brand, striking a chord of relevance across stakeholder groups. The context was that technology disruptions, new market entrants, the emergence of new categories, are placing new demands on clients today to be nimble and deliver a seamless end-user experience. Business needs are ever-changing and clients require higher-order of flexibility from their IT partners.

The Solution

A new brand positioning was created for the brand that was all about harnessing the team’s passion for delivery and agility to bring a fresh perspective in its approach to not only addressing but exceeding its client expectations. This positioning was brought to life with a unique and distinctive visual identity system that drew inspiration word ‘millennium’ and created a dynamic identity that celebrated the brand’s future-forward, agile orientation towards its clients, always solving for what is vital for them.

Published in Issue 49

The Design in 2020! Each year starts with many predictions, anticipations and a lot of hope for bad things to go out and good things to come in our life. The year 2020 has already started with eventful initial months and may hold more surprises in coming times. To understand what’s coming from the design perspective, we featured some of the best design projects from last year. Also discussed a few broad questions like how minimalism will affect our designs or what all an illustrator to keep in mind to be successful and much more.


Order Your Copy!



First Design Job - Vantage View by Lulu Raghavan

There are few things in one’s career as exciting and full of promise as the first day on the first design job. Yet, if you don’t prepare for this wonderful opportunity, you may miss the chance to make the best possible first impression and set yourself up for success. One of my favourite bosses loved quoting Benjamin Franklin: “If you fail to plan, you are planning to fail”!

o how can you be so well prepared for your first design job?

1. Research Thoroughly on The Company You are Joining

How well do you know the agency or company that you will be joining? Have you devoured every piece of information in the public domain that you can find on the company? What is the company’s history and track record? What are they really proud of? What’s the vision for their industry?


Have you tried reaching out to people who have worked there or are still working there to understand the culture? Check on glassdoor.com. Do you know what it will take to succeed at this company? All of this information will help you connect emotionally with your new colleagues and also fit in to the culture.

2. Clarity of Your Role

Were you so excited to accept the offer that you didn’t really pay much attention to the role? Will you be just another cog in the wheel or are they going to be assigning you lots of responsibilities? Who will you be reporting to? Is this person just a few years senior to you or is there a big gap in experience? What does the company expect you to do? How will your effectiveness and performance be measured?


How will you be rewarded? Having clarity on your role and what it will take to succeed at the company will ensure that your efforts and hard work are channeled in the right places. Even if you don’t have these questions answered before you join, try to get these answers on the first day or first week.

3. Refresh Your Skills

If you’ve done the homework on the company and role clarity, you will know exactly what hard and soft skills you may need to brush up on. Spend time before your first design job mastering the basic software tools you will be using. Practice both your written and oral communication skills.


Flex your creative muscle and warm it up by solving some online creative thinking exercises. Take a class on skillsshare.com or LinkedIn Learning. Watch some motivational speeches by Steve Jobs, Robin Sharma or Tony Robbins. Read up as much as you can on being a team player. It’s no long just about you. Your success will largely depend on how well you get along with others.

4. Reset your Mindset

The biggest gift you can give yourself before your first day on the job is to cultivate a growth mindset and a passionate can-do attitude. Attitude trumps everything else in the workplace – the right one can take you farther than you ever imagined possible.


Make sure you get eight hours of sleep every night, eat healthy, exercise regularly, meditate every day to clean your mind and wake up in the morning with a burning desire to get on with your day’s work. Some days will be fabulous, and others will make you way to cry and perhaps even quit.


It’s important to solider on despite the difficulties. I love these words by Carol Dweck: “Love challenges, be intrigued by mistakes, enjoy effort and keep on learning”

Published in Issue 47

Portfolios ready and design graduate all set to grab their first dream job in the studio and agency they admire. And on the other side, the industry is always on the look for the fresh talent to acquire. The issue is full of advice on, what to expect from your first job, how to be prepared to get the best opportunities and much more. So if you are a recent graduate or looking to hire fresh talent, this is a must-have for you. So go ahead and order your copy now!


Order Your Copy!



There are so many ways to tackle a design problem. And there are so many lessons to learn from well done designs. Shift is a bi-annual journal by Landor Mumbai, a full service consulting and design agency. In this journal we see some of Landor’s best packaging designs, accompanied with thought provoking questions and pithy words of wisdom. What is interesting though is the illustration series by Locopoco, where the brand packaging on each page is seamlessly woven into an illustrative story.


Locopopo is a Mumbai-based independent illustration design studio. Their work has been featured, appreciated and awarded by renowned publications, magazines and awards like Cannes Lions and Kyoorius design award.


Connect Here


Headed by Lulu Raghavan, one of India’s most influential 50 women, Landor Mumbai is a leader in strategic brand and design consultancy. The team talks to Creative Gaga on how their approach is unique in handling branding and rebranding for some of the well-known clients.

Conversation Starter!
An obvious logo for Café Coffee Day inspiring coffee-fueled fun and conversation in India.

CG. How do you start the process of design? What role does colour, typography, scale and other visual tools play to create successful brands the final output?
LM. The process of design exploration always begins with defining the brand and what it stands for. We use Landor’s proprietary tool, the Brand Driver Platform, to briefly capture the desired meaning of the brand. This brand meaning is then reflected in design through different manifestations. To start the design process, we undertake exhaustive colour, typography and photography studies to arrive at all possible considerations for the brand’s visual expression.

Transforming Airport.
Giving travelers a glimpse of India’s warmth and welcoming nature, Landor humanised
Delhi’s T3 International Airport.

CG. What are the key points you consider along with the client’s brief before you start working on branding or rebranding?
LM. Before we start, it is important to evaluate the necessity of the change. The degree of change needed should also be paid attention to. Some questions which need to be answered before taking a call are:


• Does your brand need tweaking or a complete overhaul?
• What does the future of the company look like?
• To what extent is the organization changing?


These questions determine whether the new path for the brand is evolutionary or revolutionary. We also undertake extensive research to better understand the client, their competitors, and their industry and market reports. Thinking long-term is the key to a successful branding/rebranding exercise.

Brand New Classic.
A redesigning exercise of the cover of a classic novel to make the book and its theme appeal to the younger audience.

CG. What are the major considerations while working on re-branding a well-known brand?
LM. It is important to evaluate its existing visual equities and the degree of customer connect to the existing brand identity and the colours.

• What is the degree of change appropriate to signal freshness without losing relevance?
• What are all the touch points that brand will appear on?
• What is the extent to which we want to co-create with either a small or large subset of customers?


These are some important questions that one must consider before carrying out rebranding for the well-known brands. The brand’s vision, as well as its plan for the long-term future, is the key to driving the rebranding process.

Transforming Airport.
Giving travelers a glimpse of India’s warmth and welcoming nature, Landor humanised
Delhi’s T3 International Airport.

CG. In your opinion, how important is it to find the right harmony between forgetting the current branding and focusing the audience on a new image? How do you achieve the same in the case of rebranding?
LM. In the case of rebranding, it is important to determine how far off or how close the current branding is, to its new meaning. To ensure that there is harmony between the current and the new branding we are designing, we take visual equities that work and give it layers depending on the degree of change the brand is seeking.

For instance, in the case of Café Coffee Day, we retained the colours and tagline and changed everything else. Similarly, for Barista, we built the new brand on the existing colour palette of orange and brown yet the new brand now looks inspired, modern and youthful.

Extraordinary Experiences.
The Park is a hotel where unusual experiences are possible. For this, we evolved the brand identity and conducted internal engagement programs with the park team.

CG. What makes your USP and how you make sure it always reflected in your work?
LM. We imagine brands to be flexible and adaptive, not one-dimensional and static and this reflects clearly in our work. Using our proprietary tool, Brand Driver Platform, we ensure that we spend the right amount of time defining the brand based on a strong insight. The brand platform becomes the foundation for all subsequent thinking on the brand including employee activation and a 360˚ brand experience for customers

Re-branding Luxury.
Landor undertook for the Cinnamon group to achieve a brand-led business growth by a complete rebrand, positioning and experience exercise for hotels.

CG. How do you know when an existing company or product needs re-branding? Or when exactly the brand needs a complete makeover?
LM. An existing company/product should consider re-branding if the current brand meaning has lost relevance in the market. Rebranding should also be considered if new meaning needs to be added to the core brand; to bring in a freshness of perspective that appeals to a new segment of target audiences.

If the promise being delivered by the company has changed or the vision or the business strategy has altered, then a rebranding exercise is useful in setting the path for future success of the company in question.

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


Order Your Copy!