Kshamtaa

re-Branding
Packaging
About
Kshamtaa is a social project empowering marginalized women in New Delhi's urban slum clusters since 2015. Focused on skill training and retailing artisanal creations, it uplifts and supports these women, providing them with growth and economic independence.
Project Type
Brand Strategy
Brand Identity
Communication Design
Impact
2x New Customers

2.5x Revenue
Sector
Non-Profit Organization
Year
2018-Present
Outcome
The redesigned logo serves as a unique identity and a print block for merchandise. Combining Devanagari and Latin scripts to ensure inclusivity for non-English readers. The brand's professional image, enhanced pricing, and effective promotion led to a significant increase in sales and customer appreciation.
Why I liked this Project
Collaborating with skilled women in an all-women initiative was a privilege. Despite being non-literate, their potential and intelligence shone in innovative designs and solutions which inspired me immensely.
A Motif-like Identity
The project aimed for a straightforward brand, emphasizing imagery and narratives of those championing it. This approach aims to highlight the effort behind each product.
The logo, serving as identity and print block, blends Devanagari and Latin scripts for inclusivity. A unique grid ensures legibility with a motif-like design. Earthy tones convey groundedness and authenticity, while brand messaging emphasizes women's stories, evoking warmth, trust, and a commitment to sustainability.
Concept
Sky is the realm of possibility. It is like an empty canvas. When we think of dreams and goals we think of the action of 'looking up' at the sky. The idea led to the design of six unique motifs of objects that can be seen when you look up into the sky - A bird, a plane, a kite, a cloud, a butterfly and a star.
Container Approach
As the name suggests, the dynamic element of the logo was defined as a container which can constantly change its content. The content in our case are the six motifs that denote aspirations.
Process
RESEARCH

& DISCOVERY
Identify creative direction based on resources available
Gather and document information about the initiative
Existing Brand Audit
PROBLEM
DEFINITION
Target Audience Analysis
Elevating the individuals championing the brand to the forefront.
DESIGN EXPLORATION
& EXECUTION
Conceptualizing idea for logo to look like a motif based on two different scripts
Set colours and typography that compliment the brand guidelines
Setting brand elements
DELIVERY
& IMPLEMENTATION
Business cards
promotional & Advertising collaterals
Photography & Social media Campaigns
Packaging design
Challenges
Navigated resource limitations with innovative solutions, such as using the logo for cost-effective block printing for packaging. A tight timeline led to an agile sprint model. Challenges included going beyond project scope empowering women through payment setup and Instagram training for a sense of achievement in product appreciation.
Tailored business cards showcasing individual skills, empowering each person to advance their independent ventures with personalized flair. Custom packaging and advertising materials were made to promote the brand during exhibitions and events.

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2023 by Aninya Gangal. All rights reserved.
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