Thar is a brand which is inspired by the handicrafts of the Trans Himalayan region and showcases innovative, creative and interesting use of designs inspired by the region. The main focus of the brand is to spread awareness about the Secure Himalaya project and make people aware about the elusive snow leopard being endangered. It aims at creating an experience where people come and engage and interact with the designs and products. The brand focuses on keeping the rich craft alive while inspiring people to make the craft a part of their daily life.
ACKNOWLEDGMENTS I would like to thank Rustam Vania and Sanjay Barnela for giving me the opportunity to work on this project. Sincere gratitude to Weaver’s Service Center, Bangalore for cooperating with me and executing all the samples required for this project to be successful. Photography : Yash Kamat Animation : Amith Nair
CONTENT Brand Strategy Color Palette Typography Logo Construction Illustration Style Visual Language Product Range Packaging Design Photography Digital Templates Advertisement
BRAND STRATEGY
Brand Name THAR ( means snow leopard in Spiti) Trans Himalayan Art Restoration
Founder Space Secure Himalaya
Business Space Launching in Shimla, Reckong Peo, Kullu and slowly will make a presence in airports, exhibitions (Dastkar, Chitra Santhe) etc . A special label will be released during the Wildlife Week which is held in October.
Size, Resources and Partners Himachal Emporium
Product Space Utility Products like Camera Straps, Bag Straps, Pouch etc. Products which are more universal and can be used more often in daily use. The space will also extend in showcasing creative use of designs inspired by the Trans Himalaya region.
Target Audience Eco-tourists who are sensitive of their surroundings and are curious about the landscape and flora, fauna.
Brand Differentiation Our range of products give you an essence of the rich handicraft of the Trans Himalaya region, also spreading awareness about the Secure Himalaya project and makes you contribute to the project if one wants to.
Core Brand Values Authentic, Impactful, Diverse
Peripheral Brand Values Conserve, Aware, Prosperity, Recognition
Insight Statement ‘I really value their rich handicraft; I wish I can take back with me a piece of their handicraft which I can use often’.
Tagline Threads of Himachal
Emotional Benefits Thar gives me utility products I can use often, and also makes me contribute to the Secure Himalaya Project which makes me feel like a responsible citizen
Functional Benefits Maximum utility of the product
Self-Expressive Benefits Thar makes me contribute to the Secure Himalaya Project
Tone of Voice Minimal, Warm, Fresh
Appearance Authentic, Subtle
Brand Identity Grey’s, Black’s, white’s with blue, the authentic snow leopard palette which resonates with the animal
Brand Personality Creating an experience where people come and engage with the designs and products
Desired Customer Reaction Wow, I never thought the kinnauri designs could be used in such a creative way and I could incorporate the craft in my daily life.
COLOR PALETTE
TYPOGRAPHY Our primary font is based on the personality of the brand. The font has a bold yet a simple feel which is what the brand stands for. The secondary font is Lato which is chosen based on the compatibility with the primary font and its minimalistic, modern strokes.
LOGO CONSTRUCTION The logo is derived from the elusive snow leopard’s eye. The snow leopard’s eye is a distinct feature as they have great eye sight with the ability to see six times better than humans. The logo is a subtle representation of what the brand is about, also incorporating elements like the mountain and sun which talks about the region.
Black on white
White on black
The logo should be stretched proportionately.
The logo can only be placed on primary colors of the brand.
Do not use the logo on any color besides Thar’s primary and secondary colors.
The logo can not be diagonally placed.
ILLUSTRATION STYLE The illustration style is inspired from the rich kinnauri weaving and follows the similar pixel style. The motifs are developed from the kinnauri motif’s, keeping the authenticity of the craft intact. The illustrations are simple yet impactful which is what the brand conveys.
Kinnauri motif
Snow Leopard Eye
Kinnauri regional motif
Kinnauri regional motif
Snow Leopard motif
Snow Leopard Eye motif
VISUAL LANGUAGE The visual language of the brand is derived from the logo itself, and is parallel to the subtle feel of the brand. The visual language aims at creating awareness about the snow leopard through the motif’s and patterns created by it.
PRODUCT RANGE Utility Products like Camera Straps, Bag Straps, Pouch etc. Products which are more universal and can be used more often in daily use. The space will also extend in showcasing creative use of designs inspired by the Trans Himalaya region.
PACKAGING DESIGN Being the first point of contact with the users who are browsing the store, the price tags intend to be more informative. The information on the tag brings awareness on the snow leopard and the craft.
PHOTOGRAPHY With photography being a major part of our brand image, it is important for the imagery and composition to capture the essence of Thar. The images are shot as flat lays, with subtle use of colour and balance to convey a calm feel.
DIGITAL TEMPLATES For our online presence, it is essential that everything follows and is in sync with the existing visual language, photography and the brand feel. The website is a platform to showcase our products and give the user a better understanding of what the brand stands for.
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The advertisement video gives an introduction to the cause of snow leopard being endangered. It continues by introducing Thar and provides a platform for the viewers to contribute to the project as well.
Designed and Conceptualized by Charmaine Sah