Herbivore is a concept magazine, issued monthly. I designed this magazine to share my views on being a Vegetarian and to answer the eternal question: “What do you eat?”, which most meat eaters want to know.
I researched on the subject of vegetarianism and found that a lot is being done to share about the idea. A lot of restaurants, supermarkets, online portals and small businesses are catering to the vegetarian eating population. Based on my findings I chose a name that was a generic word—Herbivore, hence more relatable. I selected a colour palette that had colours from nature—green and brown.
The magazine layouts are all focussed on high quality images and white space to draw attention to the content. The launch issue cover has a giant morphed 'V' that acts as a canvas for the text.
Since it was a magazine I chose to create 3 volumes (covers) and 6 spreads. I also created an iPad app version for it using a columnar layout with focus on images and call to actions.
InDesign | Illustrator | Photoshop
When I moved to San Francisco, less than a year ago, I had little knowledge of where to find things I needed, sometimes I never found them at all. My issue reached it’s peak when I had to courier a gift to Singapore urgently and I spent 2 hours walking around Market Street looking for a ‘Red Ribbon’. Google or Yelp failed to tell me where exactly I could find it around me. The only results I got were establishments with the names that had the word ‘ribbon’ in them—some were even cake shops. As I walked store to store it was the most helpless and frustrating experience.
I was sure there are many people like me who didn’t know where to find things because they were new to the city or because they had very limited time in hand to drive to a specific store. If only they had a way to just click a button and know where around their current location they could get what they need so that they could quickly go and pick it up. That’s how I decided to design Last Minute—an app that lets you find the closest store around you from where you can buy items of everyday needs quickly.
I began with an industry competitive analysis to research about existing players. After identiyfing the gaps I moved onto user research and surveys to understand how people search for and buy things they need at the last minute. This helped me draft the ideal personas who would defintiely use an app like Last Minute. I was subsequently able to create scenarios, user stories and use cases for the primary persona and was also able to design a storyboard. Once I was convinced about how this app will be used I moved on to creating sketches and lo-fi prototypes of the app features and functionality. With that finalised I made the sitemap, page flows and wire frames for the app. Finally on Sketch I built the hi-fi prototypes and tested it on Invision.
Celebrating Typography is a concept event held annually to celebrate typographic innovation & excellence. The 2017 Showcase is focussed on Typographic Posters created by modern artists using only type and designs & layouts inspired from the works of typographic legends— John Baskerville, Heinrich Jost & Adrian Frutiger. For the event showcase I created posters and promotional material to invite and engage design enthusiasts.
The event was celebrating typography and it’s history, I researched on the various typographic gurus. I studied their design principles, noted the layouts, patterns and elements that they used in their time and translated that into the posters and other layouts. Since type was the focus, I kept the design limited to black & white and added a touch of color to highlight important elements. To promote the event I designed an invite, banner, booklet and postcards.
InDesign | Photoshop | Illustrator
GILROY GARLIC FESTIVAL
Logotype & Marketing Collateral
The Gilroy Garlic Festival is a summer food festival founded back in 1979 and has since been hosted by community volunteers. The event is targeted to families, youngsters and senior citizens. I wanted to re-brand them to something more fun and colourful to suit their target audience. I chose to re-design their logotype and create marketing collaterals to promote the event using illustrations and bright colours.
So that the relatability factor is not lost, I continued to use a ‘garlic’ in the logo. I manipulated the event name in the logo keeping it similar to the original logotype. My aim was to create a lively design that represented a celebratory fair like environment. To promote the event I designed a bus stop poster, facebook event page, brochure with a map & event details. I also created event stationery—staff and vendor ID cards.
Illustrator | Photoshop
Logo, Branding, Packaging
Un:Guilt - Health Food Brand, India.
Un:Guilt is a vegan health food brand from India. They wanted a logo, brand identity, box packaging for their nutty bars and a web design.
The brand provides innovative food solutions to make meals guilt-free yet flavourful. They are trying to enter a market with an audience that needs to be convinced to shift to a healthy lifestyle. They want the audience to understand that they do not have to compromise on taste by making a healthy food choice because Un:Guilt will offer their favourite food absolutely free of guilt— without sugar, milk or gluten.
Eating habits develop over the course of time, so replacing them with healthy ones will require an impactful reason. Keeping this information in mind and the aim of what the brand wants to achieve I decided that it was important to create a brand identity that was attention seeking hence something vibrant, playful and lively. Something with bright colours—yellow, green and red, and playful patterns.
The branding had a net positive impact to the business, one KPI being— orders scaled from 3 a month to 20 in the first 3 months.
Illustrator | Photoshop
Branding & Event Marketing
Being Gandhi is a concept not-for-profit food bank for the homeless in San Francisco.
Based on a famous historical personality I had to develop a business idea centered around their principles, ideologies or inventions. Subsequently, I had to create a brand identity, an event around that business and marketing collaterals to promote the event.
I chose Mahatma Gandhi as my subject because I admire his efforts towards social upliftment and his non-violent approach to free India from the British rule. In order to develop a business or event around his principles I studied his life, contributions to the society, his handwriting, typefaces that were used during that period, text layouts that were popular and conducted a detailed formstorming and facts research process.
I then listed 5 principles that defined Gandhi—care, determined, help, respect, need. Based on these principles I was able to define a business name and idea, a not-for-profit institution that would provide food for the homeless in SF. I named it Being Gandhi with a mission statement — 'A plateful of food for every soul'.
I worked on 40 logo ideas, 4 business stationery alternatives, 6 event poster options and website & app designs.
The colour palette had 3 colors based on studying many food brands.
Illustrator | InDesign | Photoshop
Illustration & Marketing Campaign
Louboutins Silky Satin Lip Colour is based on the alliance of luxurious colour, sensuous feel and superior wear. It is inspired by the Art Deco movement and Middle Eastern antiquities. The lipstick has a solid metal body which is reminiscent of a precious vial with a turret-like crown cap. I had to create a realistic illustration of the lipstick and a concept marketing campaign to promote the collection.
To create the realistic illustration for the lisptick I started with developing the skeleton of the body and gradually added in layers of brush strokes, fills and transparency to create the final product.
Before moving onto creating the marketing collaterals I researched on the Art Deco movement. Products created during that time included individually crafted luxury items designed with the intention to create a sleek and anti-traditional elegance that symbolized wealth and sophistication. The design was characterized by simple, symmetric and repetitive shapes. An extensive use of motifs that included foliage, and sun rays. (Source: britannica.com)
Based on this research I created motifs thats were inspired from the movement and made them the basis of my designs.
Illustrator | Photoshop
Movie Campaign Re-Design
The aim of the project was to use primarily 'masking' techniques to re-design a movie poster, for any movie of our choice. I selected King Kong, a classic, remade periodically for new audiences. I wanted to create a poster to suit newer audiences but keep it dramatic and true to the movie’s powerful script. I also designed marketing collaterals for the movie.
The design process involved studying the movies script and identifying the iconic scenes from the movie—King Kong holding Ann while being targetted by humans. I wanted to show the emotions King Kong and Ann felt for each other in my designs and yet be able to showcase his furiousness and gigantic frame. I also researched on other ambient advertising campaigns to incorporate it into my design solution.
I selected an image with dramatic purple skies and used extensive masking techniques on photoshop, layers of curves to create the spotlight effects from helicopters, multiple blend modes to merge the elements with the background to create the entire scene.