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Neha Tulsian

There are various ways to do things, and so also it is in the case of representing Indian-ness in Indian design – the reason for this being that there are tons of aspects through which one could find that connect. Neha Tulsian runs us through those aspects.

To create something fresh; something genuinely new, we need a real problem. And a real insight. That is something not only in the classic case of the hard or physical sciences, but also in the various forms of art in the world, and that includes design. People in different parts of the world have different needs, as the context varies based on many diverse aspects from place to place. And that is what sets the tone for approaching those needs further.

To make the work meaningful and connect with any particular audience, we need to understand the audience. In that respect, India, by itself, is one of the most diverse countries on the planet.

And, to understand this country, we need to understand its cultures, languages, history, aspirations and so on. In short, how they live; how they grew up; and what moves them emotionally. It is about connecting, and not selling. The design works best when commerce is a by-product of great design and not the focal point. Otherwise, the crux of the designing as an art form may be lost, and, as is rightly pointed out, the ‘earth’ without ‘art’ is just ‘eh’.

Indian design, in particular, reflects culture and tradition in everything – architecture, jewellery, graphic design, product design, packaging, branding, fashion, textiles, etc.

Global brands are adapting ‘Glocal’ strategies – aligning their business, brand and communication strategies to meet local demands and stay connected with their audiences. Designers need to find innovative and creative ways to make their work locally relevant, while maintaining the ethos of the global scene.

Inspiration can come from anywhere. Your client, the business idea, intuition, the way we live, our families, art, tradition, fashion, handicraft etc. all can be gateways to being inspired or finding inspiration.

India, by itself, is such a vibrant culture to draw inspiration from. The challenge is to find a thread that is contextual, relevant and connects with the Indian audience while solving the design problem.

Issue 39 - Indian Design Special

Published in Issue 39

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. This issue of Creative Gaga is a light read for someone looking for inspirations or insights on Indian design and how the Indian audience can be enticed. So go ahead and order your copy or subscribe if you want to keep receiving a regular dose inspirations!

 

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NH1 Design takes us through its approach behind freshly branding a local Indian street food outlet while ensuring that it retains an identity credible of being authentic, fun, young and affordable.

Brief

The Ahmadabad market had been selling anything but authentic Vada Pav (typically, a local Mumbai delicacy); brands were serving it with cheese, Spinach, and cholle (a form of peas). The essential idea for Majja, a quick-service restaurant selling Indian street food as a branded and hygienic experience, was thus to reinforce the delicacy’s authenticity. Targeting the youth and office-goers, who prefer a quick snack at an affordable price, the challenge was to create a brand synonymous with authentic taste, fun, young and affordability.

NH1 - Vada Pav

The Concept

The word Majja (fun) is commonly used across India, especially in Gujarat. We created a fun verbal brand language that could be easily understood across different languages and cultures – a friendly tone of voice that completely aligned with the brand ethos.

The Solution

The visual story was inspired by the street life of Mumbai. The use of illustrated stories of people and the streets of Mumbai further emphasised the authenticity of the Vada Pav.

NH1 - Vada Pav
NH1 - Vada Pav
NH1 - Vada Pav
NH1 - Vada Pav
NH1 - Vada Pav
NH1 - Vada Pav
NH1 - Vada Pav
NH1 - Vada Pav
NH1 - Vada Pav
NH1 - Vada Pav
NH1 - Vada Pav
NH1 - Vada Pav
NH1 - Vada Pav
NH1 - Vada Pav
NH1 - Vada Pav
NH1 - Vada Pav
NH1-Vada Pav

Together, the visual and verbal language established a consistent set of assets for the brand. Every touch-point was meticulously detailed. Applications included signage, environmental graphics, packaging, stationery, website, adverts, tent cards, floor graphics, social media posts, uniforms, food trucks, menu, danglers and others.

Published in Issue 38

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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The dentist is one person no one really fancies. Isn’t that true for most of us, out there? Not many cherish or take delight in the idea of going even for the “routine check-up”. That was considered to be the fundamental problem when coming-up with a whole new campaign for The Tooth Company, a multi-speciality dental care centre in Hyderabad. As a result, NH1 Design, a boutique design studio in Gurgaon, chose a completely new approach–one that would turn out to be more friendly and communicative, on the whole- while spearheading the designing process.

Tooth
Tooth
Tooth
Tooth

The Challenge

The task wasn’t just to create the brand identity of a dental chain; it was, rather, to bring about a change in the behaviour (and so also psychology and approach) of people towards oral care. “How do we get people to start going to the dentist again?” was the question that was looked at being answered through the new campaign. The base idea or concept, therefore, was to create a brand that brought about a sense of reassurance in people towards dentists, in effort and awareness towards maintaining oral care. What was essentially needed was a brand language that comforted people, so as to replace the fear within them of going to the dentist.

The Essential Logo

Since The Tooth Company follows the ‘Let&’s Talk’ philosophy, communication playing a rather key and vital role in reducing anxiety in the time of tooth ache, the brand identity composed of quotation marks that form the shape of a tooth, thereby merging teeth care and communication. There’s not much a good, healthy and positive communication cannot solve.

Enhancing the Overall Experience

The Tooth Company aims to reduce patient anxieties through experience design. The minimalist design was thus made to combine with the freshening and renewing vibe of the colour green, purified air, suspended natural aroma, calming music, carefully chosen soothing colours, as well as noise cancellation headphones and eye masks to relax during the treatment.

Tooth
Tooth
Tooth
Tooth
Tooth
Tooth

The final Solution

In this way, the ambience, look and feel of the place was made to alter the experience of the customer, trying to make a time of ache as less troublesome as possible. After all, the way one perceives something is how one experiences it, isn’t it?

Missing Tooth
Alignment
Overlap
Tooth Decay
Chipped
Braces
Implant
Root Canal

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