Fish Chain

Inspired by traditional South Indian art, the Fish Chain logo form references intricate geometric patterns like the kolam. The visual loop/links represent an endless flow; whereas the type treatment of dashed lines suggests a sense of receptiveness. Ocean blue, pearl and sky blue signify a mix of three natural elements - pearl being the cusp of the mix. The colours characterise the calmness of the sea, an aspect of freshness, and also take on a sense of playfulness - a child-like quality, which makes the brand accessible.

2017

Branding, Graphic Design, Motion Graphics

Identity design, Van wrap prototype

By utilising classic Channapatna toys as the scale models, these Tata Ace delivery-van prototypes reflect an endless community through patterning of the logo-form and repetition in video. Customised with wooden buttons and other organic accents, the brand’s playfulness is exemplified through the van’s rickety motion – perhaps mimicking the local roads of Bangalore/Coimbatore or referencing the soft waves of the sea. In chorus, the stop motion montage shows off the brand’s South Indian roots while parts of the design showcase the eco-rich plethora of sand and sea.