Design for Brand
Handloom store
India is always known for its rich heritage and diverse culture where fabric plays very significant role.
Hand-loom in the categories of textiles are significant in India.
BUT... • • •
Hand-looms are at risk of facing extinction Being replaced by power looms. Many weavers no longer wish to practice hand-loom as they believe their hereditary profession to be non-remunerative.
Whereas, • •
Today’s generation is not aware about the demand of homeland hand-loom globally and are influenced by western culture. They find emporium and hand-loom products unfashionable. Hand-looms are not valued enough.
In a mean time globally, • Hand-loom are catching up and rediscovering it. • People are aware about the benefits and uniqueness of hand-looms. • More and more people wants “to do things” with the fabric themselves.
At the same time in India, • There are hand-loom stores like Kashmir emporium, Jaipur emporium , Fabindia and many more but no such store where you can find all state hand-loom under one roof.
So their is an Opportunity To create Rejuvenating, Evolving, Establishing a sustainable brand that celebrates Indian textiles by : “Bringing diverse culture of Indian hand-looms under one roof that connects the artistry of various tribes and weavers as well.�
Brand Positioning
Hand-loom emporiums Promotes local textile
More of products and less of textiles
Hand-loom brand All textiles from across the country. Only assorted of textile with unique prints/ adornment/ applique/ embroidery will be found
People
Users Persona Name: Ankita Rana Age: 22 Occupation: Student Location: Kolkata Economic B/G:Upper Middle Class She is currently studying civil engineering. Her style of dressing is Indo-global wear bought from Multi Brand Outlets or exclusive store. She loves Indian patterns and various Indian prints but find global clothes more comfortable. Many times she doesn’t get exact matching she buys fabrics and get them stitch. She like to carry Indian yet trendy look.
Name: Natasha singh Age: 29 Occupation: Housewife Location: Rajasthan Economic B/G: Rich Class She is from a Rajput family. Her personality is like a person who wears Indian clothes but have Short hair. Wears Indian cloths mostly. She wants to set her own trend which she can flaunt in parties. She like to buy fabrics from emporiums but not much because they are not of good quality.
Name: Anikta Dumare Age: 24 Occupation: Student Location: Delhi Economic B/G: Upper Middle Class She is currently studying graphic design. She loves to design her own patterns. She buys fabrics from designers/fabindia. She don’t like to buy fabric from hand-loom as she doesn’t find them appealing
Name: Nidhi Bafna Age: 28 Occupation: Architecture Location: Boston Economic B/G: Rich Class She is totally into global and corporate style of dressing. She really likes Indian colors and motifs and keeps herself updated with the latest trends. And likes to experiment. She is always keen on trying out New ins of Indian fabric.
Name: Vyoma Kothari Age: 33 Occupation: Housewife Location: Ahmedabad Economic B/G: Upper Middle Class She is a designer by profession. She loves Indian fabrics. But she always regrets that she is still not able to have all Indian textile in her wardrobe as its hard to find all of them in your own state.
About Brand
Vision Showcasing the widest variety of a rich heritage of Indian textiles.
Mission Upliftment of Indian craftsman. Providing traditional textiles to a culturally alive clientele to further explore Possibilities with it/ using it.
Ideology Promote Indian textiles as trend statement and encourage to use it in all multitude ways.
Objective The purpose is to introduce a brand which “Speaks About Traditions�
Preserving Tradition
Offerings • • • • • •
A huge exclusive store which talks about the Indian culture through hand-looms of various tribes and their folk-art with contemporary touch. There will be specified space for every state describing there culture. Our brands uses only -100% Natural Organic dyes. -AZO free VAT chemical dyes if not otherwise specified. Special occasional collection and seasonal offerings Members will get additional benefits /offers. Welcoming and friendly helpers.
Ambiance
Product range Looms Saree’s Bedspreads
Add-on Duplicates Stoles Curtains Cushion Covers Quilts Napkins & Placements Tablecloths Bags Handwork Borders.
Unique Keepsake Ritual
Old style
Culture
Colorful
Antique
Rustic
Charkha
Weaving
Traditional
Versatile
Hand-loom
Handmade
fabric
Eco-friendly
Folk-lore Motifs
Rich
Inheritance
Folk
Embroidery
kala
Alive
Traditions Exclusive
Culture
Origin
Pure Raw
Crafts mans
Threads
Organic
Green
Traditions
Folk-lore
Handmade
Brand Attributes Handmade Traditional Folklore
Nomenclature Greenthreads Dhaga Hastkala Sparsha Magenta
Gatha Bothi Nihita Atiya Gunthan
Gatha The ‘Gatha’ word plays a key role of storytelling, and there with bringing social and commercial benefits to the artisan settlements. We desire to be the resource which helps hand-loom artisans sell textile not as objects but stories and ideologies.
COLOR PALETTE
Font Exploration
gatha
gatha gatha
gatha
gatha
gatha
gatha
gatha
Logo Exploration
Final Identity The chosen logo fits the outline of brand Gatha • Fonts used to depict gatha are little curvy and has a traditional touch yet urban Indian which is apt for representing heritage in urban India
• The Shade Of Red With Vibrant Orange Shows Warmth
• Curly Bracket Is designed to connect the Folklore of Indian Heritage with Indian Hand-looms.
Stationery Design
Tags
Membership Card
Suggestion dairy & Postcard Pendown Your Experience .... Thanks
Kachi Kalakari - Gujarat
of Indian fabric
Bag
of Indian fabric
Gatha Store, Brahma Maje stic
,M.G. road, pune -410012 ,Tel: 020-65001011/12 visit us: www.gatha.co.in
Threads of Traditions
Uniform
Website
Brochure FRONT Explore Heritage of Gujarat
Patola Bandhini was initially crafted in Jamnagar when the city was founded 400 years ago.
The art of Bandhani is highly skilled process. he technique involves dyeing a fabric which is tied tightly with a thread at several points, thus producing a variety of patterns like Leheriya, Mothra, Ekdali and Shikari depending on the manner in which the cloth is tied. The main colours used in Bandhani are yellow, red,blue, green and black. Bandhani work, after the processing is over, results into a variety of symbols including, dots, squares, waves and strips. Bandhani pieces can be
of Indian fabric
Gatha of Gujarat
of Indian fabric Gatha Store, Brahma Majestic,M.G. road, pune - 410012 . Tel : 020-65001011/12 visit us : www.gatha.co.in
BACK
Rabari Work
Abhala Work
Embroidery and Adornment of the Nomadic Rabaris, Ahmedabad: Mapin, 1995.
Embroidery and Adornment of the Nomadic Rabaris, Ahmedabad: Mapin, 1995.
Rabari embroidery is unique to the nomadic Rabaris. Essential to Rabari embroidery is the use ofmirrors in a variety of shapes. Rabaris outline patterns in chain stitch, then decorate them with a regular sequence of mirrors andaccent stitches, in a regular sequence of colors.
Timeless Treasure Of Salt Desert
Rabaris also use decorative back stitching, called bakhiya, to decorate the seams of women's blousesand men's kediya/ jackets. The style, like Rabaris, is ever evolving, and in abstract motifs Rabari womendepict their changing world. Contemporary bold mirrored delicate stitches --which Kala Raksha revived.
The art of Bandhani is highly skilled process. he technique involves dyeing a fabric which is tied tightly with a thread at several points, thus producing a variety of patterns like Leheriya, Mothra, Ekdali and Shikari depending on the manner in which the cloth is tied. The main colours used in Bandhani are yellow, red,blue, green andolours used in Bandhani are yellow, red,blue, green and black. Bandhani work, after the processing is black. Bandhani work, after the processing is over, results into a variety of symbols including, dots, squares, waves and strips. Bandhani pieces can be
Bandhani Bandhini was initially crafted in Jamnagar when the city was founded 400 years ago.
Rabari embroidery is unique to the nomadic Rabaris. Essential to Rabari embroidery is the use ofmirrors in a variety of shapes. Rabaris outline patterns in chain stitch, then decorate them with a regular sequence of mirrors andaccent stitches, in a regular sequence of colors. Rabaris also use decorative back stitching, called bakhiya, to decorate the seams of women's blousesand men's kediya/ jackets. The style, like Rabaris, is ever evolving, and in abstract motifs Rabari womendepict their changing world. Contemporary bold mirrored delicate stitches --which Kala Raksha revived.
Panel graphics
Wall graphics
Signanges
BILLING
MAY I HELP YOU
GUJARAT
NORTH
SOUTH
SERVICE
WEST-BENGAL
Space experience
Promotional
Thanks