by A BUSINESS IDEA for a LIFESTYLE BRAND
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This is a business idea jointly created by us: Disha & Drishti Arya (we are twins), and we are hugely excited by the immense possibilities
CALLIGRAPHY - A BUSINESS IDEA
ROMANCE OF CALLIGRAPHY & ILLUSTRATION Origins and Art of Expression through writing Era of Illumination Manuscripts CREATIVE IDEA - ROMANCING WITH CALLIGRAPHY Birth of an idea Taking concept from one category to another seamlessly Ability to create be-spoke goods Absolute scalability of the idea CATEGORIES Dinner Service : Bone China, Porcelain & Silverware Broideried Calligraphy: Chairs as Thrones Wallpapers: Chinoserie re-defined through Calligraphy Be-spoke Stationery: Creating personalised stationery Textile: Redefining Chintz & Block Printing Fashion: Haute-couture redifined
Illustration source: Https://www.rijksmuseum.nl/en/search/objecten?v=list&f=1&p=1&ps=10&rpkref=The+Illustrated+Bartsch+164&ii=0#/RP-P-OB-76.989,0
C alligraphy (from Greek κάλλος kallos "beauty" + γραφή graphẽ "writing") is the art of writing. A contemporary definition of calligraphic practice is "the art of giving form to signs in an expressive, harmonious and skillful manner." The story of writing is one of aesthetic development framed within the technical skills, transmission speed(s) and material limitations of a person, time and place. A style of writing is described as a script, hand or alphabet. Calligraphy ranges from functional hand lettered inscriptions and designs to fine art pieces where the abstract expression of the handwritten mark may or may not supersede the legibility of the letters. 1
1 Mediaville, Claude (1996). Calligraphy: From Calligraphy to Abstract Painting. Belgium: Scirpus-Publications.
CALLIGRAPHY - A BUSINESS IDEA
ROMANCE OF CALLIGRAPHY & ILLUSTRATION Origins and Art of Expression through writing For centuries illustration was the first form of expressing creative thoughts - then scripts were born. Scripts in their evolutionary cycle then went on to get adorned in different styles in different eras. However, the best era was when the Illustrative Art and Script married as an Art of Expression. The scripts were getting flourishes after flourishes and Calligraphy was getting romanticized as a true ART FORM. Ever since both of us have delved into this beautiful form of expression we have been overawed by what got created. We wanted to explore if we could utilize this old art form to create day to day products that have history and character embedded as a core IDEA.
CALLIGRAPHY - A BUSINESS IDEA
CREATIVE IDEA - ROMANCING WITH CALLIGRAPHY Era of Illumination Manuscripts
Birth of an BIG idea Taking concept from one category to another seamlessly Ability to create be-spoke goods Absolute scalability of the idea We almost got the IDEA as a FLASH and realized that Calligraphy can be applied to various product categories. A core creative idea which is seamlessly scalable. The examples in following pages demonstrate how one can apply this and create product categories and even have the ability to create bespoke goods. We carried this as a presentation to prospective individuals who could support us in creating samples (proof-of-principle concept). This was required to establish that this is a bankable business idea. Also necessary was to create an emotive brand around our proposition. Various options were discussed. From a very generic name of CALLIGRAPHIA to completely out of the box brand names were proposed. However, since we have been seeing the resurgence of our country in the global market place - we decided to choose INDIA centric brand name. Also there was a need for a connect to nostalgia. Following options were discussed and short listed and logo designs were created: THE GRAND TRUNK ROAD COMPANY THE SHERSHAH COLLECTION THE RAJASHTHAN COMPANY THE GREAT RAJ COLLECTION THE GREAT INDIA COMPANY THE SILKROUTE
http://pds.lib.harvard.edu/pds/view/3983609
THE GRAND TRUNK ROAD COMPANY
The
SILKROUTE THE SHERSHAH COLLECTION
THE RAJASTHAN COMPANY
The
Great Raj Company
After great deal of deliberation the brand The Great India Company was choosen by us to represent our idea. We did a small dip stick study and almost all the groups chose this brand and logo style over the others.
IDEA GETS a NAME & ITS SIGNATURE
CALLIGRAPHY - A BUSINESS IDEA
CATEGORIES Armed with the idea, we tried to get an investor who will help us ideate one or two of the following categories that we were proposing for a Lifestyle brand to the investee company:
Dinner Service : Bone China, Porcelain & Silverware Furniture Couture : Broidered Upholstery Chairs as Thrones Wallpapers: Chinoiserie re-defined through Calligraphy Bespoke Stationery: Creating personalized stationery Textile: Redefining Chintz & Block Printing Fashion: Haute-couture redefined We are demonstrating in the following pages the creative templates of the Dinner Service idea. Also, prototypes of Dinner Service and Broidered Upholstery Chair were funded and are ready. We are confident that the Business Plan will justify the creation of lifestyle company under the banner of THE GREAT INDIA COMPANY. We decided to propose LIMITED EDITIONs for Dinner Service and Thrones in order to position the idea from the beginning as a bespoke LUXURY lifestyle brand. For Dinner Service a Place Setting of 3 Plates & Six Calligraphy Letters ABC & XYZ & For Thrones 6 Chairs with ABC & XYZ in sets of two and three color options Initial feedback we received has made us confident to raise funds for our idea. We have decided to incubate this into a full fledged business post graduation. During all our breaks we will devote our time to create more categories and prototypes, so that by 2019 we will have a fully baked business ready for launch.
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28 cm Dinner Plate Sourced from17th century German book on calligraphy entitled The Proper Art of Writing: a compilation of all sorts of capital or initial letters of German, Latin and Italian fonts from different masters of the noble art of writing. Although some can be recognizable as letters, it seems that a penchant for elaborate decoration has made most of them wonderfully illegible. These images were digitized and vectorized by us so that we could use these digitally. Credit is due to the original unknown artist who did render these in ink originally
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28 cm Dinner Plate Sourced from17th century German book on calligraphy entitled The Proper Art of Writing: a compilation of all sorts of capital or initial letters of German, Latin and Italian fonts from different masters of the noble art of writing. Although some can be recognizable as letters, it seems that a penchant for elaborate decoration has made most of them wonderfully illegible. These images were digitized and vectorized by us so that we could use these digitally. Credit is due to the original unknown artist who did render these in ink originally
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28 cm Dinner Plate Sourced from17th century German book on calligraphy entitled The Proper Art of Writing: a compilation of all sorts of capital or initial letters of German, Latin and Italian fonts from different masters of the noble art of writing. Although some can be recognizable as letters, it seems that a penchant for elaborate decoration has made most of them wonderfully illegible. These images were digitized and vectorized by us so that we could use these digitally. Credit is due to the original unknown artist who did render these in ink originally
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28 cm Dinner Plate Sourced from17th century German book on calligraphy entitled The Proper Art of Writing: a compilation of all sorts of capital or initial letters of German, Latin and Italian fonts from different masters of the noble art of writing. Although some can be recognizable as letters, it seems that a penchant for elaborate decoration has made most of them wonderfully illegible. These images were digitized and vectorized by us so that we could use these digitally. Credit is due to the original unknown artist who did render these in ink originally
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28 cm Dinner Plate Sourced from17th century German book on calligraphy entitled The Proper Art of Writing: a compilation of all sorts of capital or initial letters of German, Latin and Italian fonts from different masters of the noble art of writing. Although some can be recognizable as letters, it seems that a penchant for elaborate decoration has made most of them wonderfully illegible. These images were digitized and vectorized by us so that we could use these digitally. Credit is due to the original unknown artist who did render these in ink originally
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28 cm Dinner Plate Sourced from17th century German book on calligraphy entitled The Proper Art of Writing: a compilation of all sorts of capital or initial letters of German, Latin and Italian fonts from different masters of the noble art of writing. Although some can be recognizable as letters, it seems that a penchant for elaborate decoration has made most of them wonderfully illegible. These images were digitized and vectorized by us so that we could use these digitally. Credit is due to the original unknown artist who did render these in ink originally
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28 cm Dinner Plate
31.75 cm Charger 20.5 cm SidePlate
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28 cm Dinner Plate
31.75 cm Charger 20.5 cm SidePlate
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28 cm Dinner Plate
31.75 cm Charger 20.5 cm SidePlate
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28 cm Dinner Plate
31.75 cm Charger 20.5 cm SidePlate
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28 cm Dinner Plate
31.75 cm Charger 20.5 cm SidePlate
Our proof of concept culminates in final production of prototype
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These are Bone China Dinner Plates of Size 28cms as per our calligraphic design
This is a limited edition of abc & xyz in sets of 2 each in gold
Our proof of concept culminates in final production of prototype
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These are Chippendale Velvet Upholstered Chairs. Embroidered with gold bullion threads as per our calligraphic design
This is a limited edition of abc & xyz in sets of 2 each in black
Our proof of concept culminates in final production of prototype
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These are Chippendale Velvet Upholstered Chairs. Embroidered with gold bullion threads as per our calligraphic design
This is a limited edition of abc & xyz in sets of 2 each in RED
Our proof of concept culminates in final production of prototype
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These are Chippendale Velvet Upholstered Chairs. Embroidered with gold bullion threads as per our calligraphic design
This is a limited edition of abc & xyz in sets of 2 each in AUBERGINE
Our mission statement of how to fructify an Idea
IDEA IS BORN OF TRUTH FORGED IN HISTORY, FIRED BY
INTEGRITY AND SUSTAINED BY THE FORCE OF PASSION
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c Copyright Disha Arya & Drishti Arya Publisher: The Great India Company, Karamchand House, 72 Okhla Estate, New Delhi 110020 India All rights are reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without prior permission of the coyright holders. disha.arya@gmail.com drishti.arya@gmail.com