2. identity
KalpataruAvana is
a premium real
estate apartment
building in the heart
of south Mumbai.
The objective was to
create a unique and
distinct identity for
this luxury tower,
something that
would resonate with
its potential
clientele: the affluent
and discerning few.
3. The inspiration for
this identity was the
jewellery that
belonged to one of
the most extravagant
and lavishly adorned
kings of India: The
Nizam of Hyderabad.
22. identity
Green Light is
an upcoming
production company.
The name signifies
the coming together
of all elements that
allow for the movie to
begin. To directors,
this is a very
important milestone
in the journey of
film making.
24. identity
Chaitime is a set of
quirkily packaged
indian teas,
targetted at the
affluent and expats.
While the packaging
was done
elsewhere, it was
my job to extend
that identity into a
website and display
systems, and
perhaps even
introduce a new
dimension to the
product that was so
strongly
characterised by it’s
indianflavour and
history.
31. identity
D.R Earp is a US
based company that
Contracts
construction work
like masonry,
landscaping etc.
While these separate
functions, are
separate entities,
they come together
as one cohesive unit,
as showin in the
identity.
32.
33. ANC is a small boutique firm in the
middle of Mumbai’s tourist district.
There is an abundance of hippies
and young back-packers visiting the
area, along with a medium sized
tourist crowd who are not looking for
a bargain, are not on shoe-string
budgets, and are more discerning.
34. While there are countless
comprehensive guides to the city,
there is a serious dearth of
aesthetically designed ones that
travellers can keep for posterity.
As a communication and design
company based out of Fort, we took
it upon ourselves to fill that void.
35. The luxury traveller,
Senior businessmen,
Business-owners
Mid-range travellers, Typically between 35 – 60 years,
Executives visiting the either very successful, or from affluent
backgrounds.
city for a short while,
Hippies, Backpackers, Immigrants and expats
Budget travellers who are new to the city
Students, young executives, graduates, The age group here is typically between 25 –
backpackers of all ages 40, barring a few exceptions.
36. ? The luxury traveller,
Senior businessmen,
Business-owners
Mid-range travellers, Typically between 35 – 60 years,
Executives visiting the either very successful, or from affluent
backgrounds.
city for a short while,
Hippies, Backpackers, Immigrants and expats This traveller has much deeper pockets
and covers the popular sights along with a
Budget travellers who are new to the city recommendations from other affluent
friends.
Students, young executives, graduates, The age group here is typically between 25 –
backpackers of all ages. 40, barring a few exceptions.
This traveller is usually on a shoestring This type of traveller is not necessarily
budget, looking for bargains, and cultural frugal, but is not extravagant either. He/she
experience at it’s lowest price. is looking to cover the basics of the city of
interest, but along with a couple of nuggets
thrown in. The business executive may even
visit more than once, albeit for a couple of
days each time. They want something short,
and curated for an enriching experience of
the city.
37. Design
A modern, non-cliched map
on south Mumbai, with
a highly edited list
of recommendations.
This was pitched as
a series of collectible maps
on south Mumbai.
38.
39.
40.
41. Identity
Developing a modular low-
cost identity system to give
this unique boutique exotic
organics company an identity.
The result was a series of
stickers, complete with
orientation guildelines for all
shapes and sizes of trays,
punnets, and cling wrapped
vegetables.
44. identity
Identity for ‘The
Piramal Group’, an
Indian conglomerate,
inspired by the
mathematical symbol
phi representing the
golden proportion and
the devanagari letter
for ‘P’.
Evolution of the symbol.
45. identity
Identity for ‘The
Piramal Group’, an
Indian conglomerate,
inspired by the
mathematical symbol
phi representing the
golden proportion and
the devanagari letter
for ‘P’.
The logo
46. identity
Identity for ‘The
Piramal Group’, an
Indian conglomerate,
inspired by the
mathematical symbol
representing the
golden proportion.
Evolution of the symbol.
47. identity
Identity for ‘The
Piramal Group’, an
Indian conglomerate,
inspired by the
mathematical symbol
representing the
golden proportion.
48.
49. identity
Identity for a new age
primary school. The identity
represents a symbol of
growth and support that the
school serves to every
student member.
69. Design
A set of four menus for the
Indian restaurant at the
TajMahal Palace and Towers.
The idea reflects the
combining of key spices that
are characteristic of Indian
fare.
70. Menu Design
For the chinese restaurant at
the TajMahal Palace and
Towers, inspired by a unique
golden sculpture of a dragon
that greeted its visitors as
they entered the restaurant.
All collaterals featured
enlarged parts of a drawing of
this sculpture to give the
patron a sense of discovery as
he pieced it together to
realise what the image it
formed was.
71. Campaign
A low budget shoot-based
campaign to showcase
the shoes of an exclusive
store at the TajMahal
Palace and Towers
in Colaba.
72.
73.
74.
75. Brochure
The design for a
brochure meant to
convey scale and
an up-market lifestyle.
76.
77.
78.
79. Press
For GoodHomes, a BBC &
WMM magazine. This
campaign attempted to
reposition GoodHomes as
a smart, sensible and practical
reference book to interiors.
In the face of fierce
competition from luxury
interior magazines, it became
imperative for GoodHomes to
have a point of view.
The challenge here was to
give it that unique POV that
distinguished it from the flurry
of interior magazines flooding
the market.
80.
81.
82.
83.
84. Press
The brief was simple: to
depict the spaciousness of
this property, which was a
rare commodity in the heart
of Mumbai.
85.
86.
87.
88. Press
For GoodHomes, a BBC &
WMM magazine. This
campaign attempted to
reposition GoodHomes as
a smart, sensible and practical
reference book to interiors.
In the face of fierce
competition from luxury
interior magazines, it became
imperative for GoodHomes to
have a point of view.
The challenge here was to
give it that unique POV that
distinguished it from the flurry
of interior magazines flooding
the market.
89.
90. identity
The task was to revamp
the identiy of the
Siyarams Group, the
leading manufacturer
and exporter of suitings
and shirting fabrics.
The need was to give it
a classic image, one
that was regal and
stately to represent
their calibre and
legacy.
Initial sketches.
91. identity
The task was to revamp
the identiy of the
Siyarams Group, the
leading manufacturer
and exporter of suitings
and shirting fabrics.
The need was to give it
a classic image, one
that was regal and
stately to represent
their calibre and
legacy.
Evolution up till the final identity. Unfortunately, the client decided to retain their
old identity for the sake of brand recall, hence this process ended here.
95. Corporate
Print Communication The Problem: We do a lot of things
behind the scenes, that reflect in our
product. Unfortunately,
our customers never get to see
that effort. And we don’t brag
about it either.
How then, do we command the
premium we rightfully deserve?
97. So after a lot of research
and interviews with
customers, people in the
market looking to buy and
brokers, what did we find
about Kalpataru, that really
stands out in the minds of
the customers, brokers, and
employees?
The expression:
‘Perfection runs deep’
98. Design challenges
To keep away from predominant
real estate imagery yet keeping
within category codes
To stay within the realm of real
estate in order to get the right
Make the viewer eyeballs, and bring out the ‘back-
story’
look closely at To look premium
things he/she may To keep the messaging simple,
not ordinarily. precise, and to the point.
To not get caught up in
unsubstantiated claims, a tangle
most real estate companies are
condoned for
In the process conveying
To be believable
that we take care of
To use the opportunity to educate
those minute details. the viewer on what really goes in to
a Kalpataru product
106. Search ideas
Panels at the sales offices of various properties
While customers wait for a sales executive to attend to them they could educate themselves on the
finer details that we want them to know about. This may help their decision swing in our favour.
107. Perfection runs deep
coffee table book and
set of coasters
A little something to take away for the
buyers, to reinforce our philosophy, to
help them understand why our
apartments are so great, and as a token
of our appreciation.
108. Press
Launch 4 pager for an old
property that needed
a change in image.
Most potential customers had
heard and possibly even sen
this project in it’s initial
stages. Sales had slowed since
its initial launch, a lot had
changed on site and it was in
need of a new look and
something that would intrigue
the customer who thought he
knew the property.
We repackaged the property
to make it more attractive and
wholesome while touching
upon the various features
that made this property such
a great choice for
new home buyers.
The idea was to pull people to
the site, since the property
itself was impressive enough
to close the deal.
114. Press
For a new product by
Café Coffee Day,
called Coffee Day
Perfect.
After struggling with
what the product
offering of this rather
average coffee could be,
we decided to put a
humorous spin on it to
bring out the benefit of
the product.
The line below reads
“Life isn’t perfect.
At least your coffee
will be.”
