The project was about creating an Illustration style and setting up a system for its usage to extend Ather’s brand identity. Ather Energy is India’s first automotive brand to design and manufacture intelligent electric scooters. They pioneer in promoting a shift to electric mobility by making products that push the bar of sophistication, desirability & technology in electric two-wheelers. The brand was built around the promise of a premium experience. The visual communication did a great job of projecting sophistication. It made it very easy for the brand to be seen as cold, clinical, and unapproachable. This project was about bringing out the innate warmth and wit of the brand and making it seen. Illustration is a great tool for communication that afforded what was needed to mend this gap. The idea was to design an illustration style for the brand which would augment these humanizing traits and make the brand identity more wholesome.
Keywords: branding, graphic, identity, illustration, system
Student Name: Tonoy Shyamanta Sarma
Guide: Mr. Jagadish Kumar, Co-Guide: Mr. Subir Dey