“Poetry of the Hand”

Ever since 1991, I have been involved with a few organisations in Kutch, the desert district of west India, that are working in several areas ranging from women’s empowerment to eco-development to craft revitalisation – and since 2001, post-earthquake reconstruction and rehabilitation.

One wonderful post-quake development was the coming together of over twenty grassroots organisations under a common banner, and their decision to function in synergy with each other rather than as competitors.

This collective or federation of NGOs initiated several projects that promise to bring about substantial change in the coming years. One of these is the creation of a brand that would exemplify “Kutchi craft”. The name “Khamir” means pride in Kutchi, and strikes an emotive chord amongst artisans.

The logo I designed uses the letterform representing “kha” in Gujarati (Kutchi has no script of its own). 

The Khamir visiting card.

And then I designed an in-store promotion at Yamini, one of India’s most admired store chains.

The frontage design for the shop in Bangalore where Khamir showcased its maiden range.
A series of posters that did not attempt to hard-sell - or sell at all, for that matter.

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