Paying homage to the place of origin of the brand – Kumaon, in the Himalayan foothills – we selected the Aipan art style as the visual device for brand storytelling. This intricate Kumaon art style has been preserved mostly by the women, who have lovingly passed it down through generations. We therefore chose a woman mascot as the harbinger of nature’s untouched goodness, positivity and prosperity in our design.
Using both tin and paper boxes as our canvas, we created illustrations that depicted life in the hills: snow capped mountains, quaint tea stalls, bustling cafes, a campsite with bikers, farmers tending to their crops. These illustrations were further embellished with earthy yet invigorating colours inspired by terracotta, as well as fabrics from the various mountainous regions. A bold yet sleek typographic style was chosen to complement the overall minimal aesthetic.
