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Context
Brief
Mita Dass is a 25 year old brand created by the namesake, a textile designer trained at the National Institute of Design (NID). The company is deeply involved in the community of the crafts people and prioritizes sustaining the unique craft - Chikankari hand embroidery from Lucknow. The brand required a modern facelift for the next stage of its growth, along with a website and packaging as sales would become both an in-person and online experience.
Skills
BRANDING
CREATIVE DIRECTION
PHOTOGRAPHY
PACKAGE DESIGN
CONCEPTUALIZATION
The brand has gone through many iterations over its 25 year long journey. Starting with the official name 'Kraftisan', it became increasingly clear that their target audience recognized the brand by its founder's name - Mita Dass.
The brand name was therefore changed however it retained the Devanagiri “क” for continuity. From a more embellished look, the brand evolved to have a simpler look to not distract from the complexity of the work however, it was missing a more modern and functional logo that would sustain brand identifiers but lend a fresh design perspective to the brand.
Sans Serif type for brand name
Devanagiri script and brand colour
DESIGN PROCESS
The logo was designed to communicate the richness of the craft and carry the story of where it comes from - Lucknow, the city of Nawabs. To do so, I used the traditional motif of the mehrab that features both in the art and architecture of chikankari and Lucknow. At the same time, the logo and company have a history of their own – from the green of the very first design to the incorporation of devanagari script.
During field visits to meet with the craftspeople, those who could read, recognized the founder by her name written in Hindi on the tags. With the dual audience of this logo, the devanagiri element was retained while adding a geometric and modern look.
The devanagari म for Mita and द for Dass make a palindrome that are angular providing clean lines in printing and cloth tags.
The letters are encased in a motif borrowed from the islamic architecture style of Lucknow.
BRANDING
With the logo at the centre of the brand identity, I developed packaging and relevant collaterals using the clean minimalism balanced with the ornate classical embroidery aesthetic.
WEB & SOCIALS
Every brand requires a digital presence that captures its essence. With the branding in mind, I collaborated with developers to create a website - with direction on design, photography, and all site graphics.
Similarly, the brand's social media is an extension of the design language with graphics and photography matching the energy of the brand and its target audience's aesthetic taste.
