Brand Leading The Transformation Landor
Pg 16
Giving Stories & Experiences Pg 27
NH1 Design
# 49
Good Design Keeps People First Elephant
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PARVATI PILLAI
Your Dose of Inspiration
Cre a t i v e G a g a . c o m
SPECIAL
Design 2020
behind his work on p46
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Contents Creative Gaga Magazine - Issue 49
Branding
18
Millennium IT
by Landor
Illustration 46
Figures
Happening Around! INSPIRING TRENDS
PROJECT FOCUS Pg 08-13
Unveiling the Hidden Story by Arpitha Gujjar
Giving Stories and Experiences by NH1 Design
Powerful and Captivating Art by Shubham Ghumare Illustrations and Inspirations.
They make every brand loved by people.
VANTAGE VIEW Minimalism to Stay! by Elephant Team
The Essence of Movies by Sushant Kamble
Pondering on the minimalism in design.
The Art of Movie Poster Making. Pg 14-15
A bunch of thoughtfully designed stuff that you can acquire.
Natural Ice Cream
Brand Drives Transformation! by Landor
Using brands for business transformation.
Thought provoking line doodles.
SPENDTHRIFT
Pg 16-27
Tips for Illustrators by Pavan Rajurkar
To be a better illustrator where an illustrator to focus on?
by Pavan Rajurkar
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Pg 28-31
Packaging 38
PROJECT FOCUS
Pg 32-65
Focusing on Original by RocketscienceLab
Original ideas and content can take you far.
Cosmic Chaos of India by Pavan Rajurkar
Seems chaotic but all go in tandem.
Design For People by Elephant Design
Solving complex problems with the design.
Licious Spread
by Elephant Design
Engaging The User by Lollypop Design How their well-thought designs help.
The Brand Resonance by Design Stack
Motion Graphics 32
Helping brands to align with their consumer’s expectations.
The Moving Brands by Dynamite Design A moving visual language for well-known brands.
VANTAGE VIEW
Pg 66-67
The Future of Web & App Design by Anil Reddy Designers are now complete solution providers.
Gyaan MAKE BELIEVE
Pg 68-71
Essence on Indian Spices by Pavan Rajurkar
Standard Chartered
by Rocketscience Lab
Capturing the essence and stories of Indian Spices.
Designer Life! 15MM OF FAME
Rebranding 23
Pg 72-74
The old-school sketcher by Yogesh Vikram
Illustrator who is comfortable using the pencil & pen to express.
Capturing Human Essence by Alpesh Ghare
Capturing human expressions, emotions and moods in his artworks.
Abstraction of Emotions by Sanjay Reddy
When curiosity turns into the passion.
Dhampure
by NH1DESIGN
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28
Vantage View
Minimalism to Stay! Is it about ‘less is more’? Is it about having a completely blank pack? Or white space around the design? What exactly is minimalism all about? It has been there for a long time but do we know the true definition of minimalism? Will it be a benchmark for good design in 2020? We ponder over some of these questions in a discussion with Elephant design team.
Priyanka Karyekar Lead Designer, Elephant
I feel minimalism is about ‘making the most with minimalistic elements’. It is about simple and clear communication without the clutter of unnecessary elements. It also helps give a premium and evolved image for the brand. There is a lot of visual clutter on the shelves. How can a brand create an impact in an overwhelming environment? Many brands are going minimalist in packaging to better stand out on the shelf. It gives the consumer the right information in a clear way. It creates the perception of honest communication and helps the brand build trust. Too many claims make the brand look as if it is trying too hard. This overdone way of promising may sometimes result in loss of believability. A lot depends on who the intended audience is. Just because something is in trend doesn’t mean one has to apply it to all. We must know our consumer. The Paperboat can go minimalist and have an impact on the consumer's mind but at the same time brands like 'Kurkure' where the philosophy is all about ‘Taste’ the pack needs to have a vibrancy, dynamism and abundance.
There has to be a difference in interpreting design based on the type of consumer. Evolved consumer vs. a consumer who is looking for value for money products needs to be addressed differently. Several brands are adapting minimalism in their branding. They want their brand to reach out to the masses but want to remove unnecessary layers from their logos. There is a probability of creating strong brand recall if there are lesser but stronger elements in your brand visual identity. Visible, readable and feasible for print as well as digital are the primary benefits if the visual identity is crisp and sharp. I believe Minimalism is a tool more than a trend! If you know where to use it, how to use with the right amount of proportions, you win!
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Issue 49
Nikhil Phadke
Minimalism is an age-old concept and has been interpreted in various ways in human history. I believe minimalism is simplicity in anything and everything.
Lead Designer, Elephant
It’s about going against the unnecessary excess & ornamentation of things. It is about being smarter and decluttering your life, buying only what you need and not what you want. Thus, reducing your carbon footprint and making your life simple and easier to navigate. Minimalism as a design trend is a relatively newer concept. Starting in the American art history in the 60s where you saw its influence in paintings and Installation arts. But how we interpret minimalism in functional design is much different. We can see its origins in the digital world first where Google famously used the tactile reality of ink and paper in their material design language. Thus making the whole look and feel of their UI very simplistic, flat, and very easy to use and navigate. This made their design seem more honest and grounded as compared to the bloated & flashy Samsung’s UI and the vibrant & translucent Apple’s UI. In packaging design minimalism is also being referred to as ‘simple packaging’. Which may seem easy but anyone in design will agree that cracking anything simple is a very difficult task. In simple packaging we can let go of the bells and whistles and reach to the core task of the packaging, keeping it functional and smarter. In doing so we reduce the material costs involved like inks, substrates, filler materials and more and also automatically making the packaging environmentally sustainable.
informed are environmentally conscience and cause-driven who prefer honesty in the brands they use. Thus they will essentially buy the brands that align with their thought process. With this evolving audience and the need for brands to be environmentally conscious & smarter either through design, technology or materials, this minimalism trend will surely see a rise in the coming years. In India where everything is over the top, Indian designers will find their way of making this trend work. We recently got an opportunity to design the airport pick-up zone experience for the leading international cab-ride brand Uber. We had to be cognisant of the Global Brand Guidelines which are very simple yet very thoughtfully done for an international market. Instead of having a logo they have a typeface with a set kerning and set leading, a specific layout structure and simple guidebook for using 2D graphics. Internationally the visual language usage is strictly minimal but we soon realised that India needs a different and perhaps a more obvious approach. So we had to design a different system in graphics which was India specific but kept as minimal as possible. This project made us aware of how we need to navigate between global guidelines and local insights so that the travellers with short attention span have the smoothest cab-hailing & pick-up experience in the simplest possible way.
To understand whether the minimalism trend will sustain through 2020 or not we need to talk about who the current audience is. Generation Z or Alpha is growing up with technology and information at their fingertips. They are very opinionated and individualistic with most believing in freedom and transparency in their life. Most in this generation who are well
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29
32
Project Focus
Focus on Original Every product or brand has a USP, and RocketscienceLab believes in focusing on that speciality always give you the original and unique ideas. This has helped them to produce fresh and interesting films for brands, which got admiration and appreciation worldwide. Some of their recent projects have been highlighted here for their original ideas and execution.
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Issue 49
RocketscienceLab
Founded in 2010 by Directors Vidya Sharma & Rajesh Thomas, RocketscienceLab is a director-driven mixed-media production company based out of India. Since its launch, they have been recognised for their combined interests in ideas and technology to present unique creative pieces of work. With an emphasis on producing original content, the lab designs moving image works that include Commercials, MV's, Shorts & Idents. Rocketsciencefilms.com
YOU CAN HAVE IT ALL
The brief was to showcase the various benefits of owning a Standard Chartered credit card with Anushka Sharma at the forefront interacting with these oversized props, each showcasing product benefits with visually stunning and memorable films. Standard Chartered films was a celebrity shoot with Anushka Sharma where four films were
packed into one day’s shoot. The bigger challenge was these incamera trick shots of various props turning into Standard Chartered cards in Anushka’s hands that needed to look like a single take. Multiple rehearsals and pre-empts of the shot got us all figured out for the shoot day. Finally, the stunning oversized props in CGI styled sets brought about a unique look and feel for the film.
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33
44
Project Focus
Pavan Rajurkar
A freelance illustrator who after completing bachelor’s from Sir J.J. Institute of Applied Arts, Mumbai, gave up his full-time job to juggle with multiple freelance jobs, and get to taste all the different flavours of client works. Behance.net/pavanrajurkar
The Cosmic Chaos of India Just like the cosmos, when you see India for the first time everything seems chaotic and yet every Indian person finds his/ her own order in that hustle which all goes in tandem. Pavan Rajurkar a freelance illustrator based out of Mumbai, capture this Indianness perfectly in his artworks for many different brands and studios. Some of his recent illustrations have been displayed here.
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Issue 49
Society Masala Tea
The Masala of Indianness
Title: Society Masala Tea Studio: Black Swan Life, Mumbai The client asked to capture the cacophony of India in a single visual with a unique style of illustration. The illustration highlights the everyday life of India and the contrasting cultures, landscapes, people, actions, cities, flora & fauna of India.
The illustration has been used for Society Masala Tea’s print & outdoor communications of ‘Masala of Indianness’ campaign. The illustration not only sucks you in to find many relatable elements but also perfectly capture the order in a chaos of Indian life.
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45
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