A call from one of our client was to check if we can do a custom design for a chip and dip platter, but with just one Tamil letter (AA). Before we began the design process we wanted to know about the client to understand why she wanted the “AA” letter specifically.
She is a renowned classical and contemporary dancer, choreographer, a modernist and cultural icon of Chennai. These adjectives were more than enough for us to relate to because it fits her persona so well. We knew our design had to look classy and simple.
The challenge of adapting a familiar typeface to meet new design requirements was the task. The possibilities are limitless when we experiment with the form and the curves of the type, which can actually empower a design when used in the right way.
This pattern play was so much fun that we had too many permutations and combinations to choose from. There was no doubt on the colour, we knew black would work the best. We carried forward the design element to the packaging as well.
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