Portfolio

01 National Adolescent Health Strategy Publication Design 02 Details

03 Spreads

04 Rungta’s Real Tea Range Packaging Design 05 Real Gold pack design + details

06 Real Gold Select, Real Gold Classic design + details

07 Real Dhamaka, Real Toofan design + details

08 Kalam Typeface Design 09 Design process

10 Design process

11 Design process

12 Forest Essentials Illustration for Packaging

13 Wild Stone Grey Packaging Design 14 Background + details

15 Wild Stone Liquid Perfume Spray Packaging Design 16 Background + details

17 BILT Annual Report Cover Design

18 Crompton Greaves Proposed Annual Report Covers

19 Lettering Sketchbook 20 Lettering Sketchbook

Saumya Kharbanda

P O RT F O L I O

M D E S — I N T E R AC T I O N D E S I G N U N I V E R S I T Y O F WA S H I N G TO N

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National Adolescent Health Strategy Publication Design

Rashtriya Kishor Swasthya Karyakram, or the National Adolescent Health Strategy, is a framework for mobilising communities, healthcare providers, and educational institutions towards the betterment of adolescent welfare. It is an initiative undertaken jointly by the Ministry of Health and Family Welfare and the United Nations Population Fund (UNFPA).

2013, ICD

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V I S U A L L A N G U A G E

The handbook incorporates an eclectic mix of fabrics; it is dressed like the young people it seeks to support. The unpolished charm of distressed fabric is complemented by a tempered and rational approach to typography.

S I M P L I F I C A T I O N

Easily understandable charts are a key feature of the handbook. These accomplish a two-fold purpose of facilitating comprehension and introducing visual incidents into a dense volume of text.

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Rungta’s Real Tea Range Packaging Design

Rungta’s is a food processing company that owns the regional tea brand, Real. The challenge was to redesign and expand the Real range of teas for urban markets and newer retail formats, addressing a rapidly modernising customer, while creating an architecture to accommodate a wide range of daily foods.

2013—2014, ICD

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B R A N D I D E A

Local surveys and conversations with Rungta’s customers revealed that they are keen on urban mobility but rooted in traditional values. The overall brand idea of Rungta’s stresses success and aspiration, while the Real brand also stresses authenticity.

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V I S U A L L A N G U A G E

The flower graphic becomes a recurring motif, the form staying constant but the overall effect changing across packs. Individual packs have their own design details which respond to product characteristics and and category requirements.Shown here are the two premium blends from the range.

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S T R E N G T H A N D A C T I V I T Y

The strong blends are both named with hindi words to appeal to small town non-english speaking segment of the market. Dhamaka (roughly “explosive”) simultaneously cues exciting offers and a strong cup of tea; toofan (“storm”) cues force and vigour .Moving away from the calm stillness of the “gold” variants, these packs have a lot of movement. Alternative designs show different ways of creating a distinction between the premium and strong blends.

KalamTypeface Design

Kalam is a self-initiated study in Devanagari typography and lettering, leading to a typeface design (still in its early stages) based on colloquial handwritten script.

ONGOING, PERSONAL

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Before exploring designed type, I started with studying and practicing Devanagari calligraphy. This helped me develop a sensitivity towards the construction of traditional letter forms.

My experimentation with calligraphy led me to a question: to what extent can calligraphy be explored before it merely becomes one’s own handwriting, written with an angled tool? This thought spurred me to collect over a hundred samples of handwriting.

These samples were a fun way to examine the ways in which the script can be manipulated. The personality and idiosyncrasies visible in each handwriting led to some interesting manipulations of traditional letter forms. These heavily deviated from the formal construction of letters, but were still easily recognizable, and infused with character.

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Exploration of individual letter forms was an especially enjoyable exercise for me. However, looking back on my sketches, it is clear that the direction is too focused on trying to capture the effortless construction of informal letter forms, and lacks typographic finesse. These issues should be adressed in my next iteration.

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The first iteration of the typeface has several flaws, both in individual letter forms, and as a complete set. However, following through and completing an iteration has allowed me to understand the challenges of designing a typeface. It has given me a practical perspective on rhythm and texture, both important characteristics of any typographic work.

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Forest EssentialsIllustration for Packaging

Forest Essentials is known for its luxurious herbal beauty products. A gift box was designed for the festive season, with illustrations to match the existing brand language 2012, GREEN GOOSE DESIGN

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Wild Stone Grey Packaging Design

Wild Stone is a brand of grooming products for men, with a clear and well-established personality. The introduction of a new variant called for a re-imagining of Wild Stone’s existing visual language to make it suitable for a new market segment.

2014, ICD

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B R A N D I D E A

The existing Wild Stone range asserts a raw, unpredictable energy. The “claw mark” builds a narrative of a woman who is drawn to an anonymous male, resulting in rapid, surprising, and entirely sexual encounters.

A S E C R E T W E A P O N

The final design takes a cue from men’s work wear. The claw marks manifest themselves through a visual play, not obviously visible in the first glance and creating a “double-take” effect

A D I F F E R E N T T O N E

With Wild Stone Grey, the brand aimed to enter the workplace with a “day” fragrance. The challenge was to give Wild Stone the credibility to enter a formal space while still maintaining the personality for which it is sought out over its competitors.

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Wild Stone Liquid Perfume Spray Packaging Design

Wild Stone is a well-established brand for men’s deodorants and perfumes. However, a disruptive consumer introducing a liquid deodorant to replace aerosol has caused a new wave of liquid perfume sprays into the market, which includes Wild Stone’s newest offering.

2014, ICD

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T H E C H A L L E N G E

The Wild Stone brand brings with it its core virtues, which need to be fused with the announcement of a new product. One of the challenges at hand was to convey the new category, which is a midpoint between perfumes and deodorants. The packaging needed to differentiate the new pack from deodorants and reimagine the Wild Stone look.

T H E S O L U T I O N

The recommended small dose spray is interpreted as a sign of the product’s potency, where a small spray has a huge impact. The three-claw brand mark is condensed into a single dramatized rip. The series name is expressed as a range of metals, and the design exploits this decision.

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BILT Annual ReportCover Design

BILT is India’s leading printing paper maker. The cover reflects the focus of the report — company’s CSR initiatives and sustainability in both production and profits.

2013 ICD

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Crompton Greaves Proposed Annual Report Covers

Proposed covers for Annual Report of Crompton Greaves Limited for the year 2013 -14. The theme of the report was CGs contribution to smart automation systems for power generation, transmission and consumption.

2014, ICD

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Lettering Sketchbook

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