The project was a visual design system for Krea, a premium furniture brand based in Gurugram-Delhi, founded by NID alumnus Mr Arvind Panwar. Takshaka, the parent corporation, launched it in 2016 when it was known as Krea. It draws on 25 years of experience in design, execution, and manufacturing for international hospitality brands and exclusive residential spaces in collaboration with renowned designers. This was Krea's first foray into an online retail platform via the website planned for 2021-22.
The student has always been fascinated by branding and system design. Over the entire project, the student saw an opportunity to progress from a design student to a professional designer. They had previously changed into the logo created by CoDesign when the student joined the project, which served as a starting stone for him. The student was given the responsibility of working on the overall branding strategy. Designing a series of catalogs for different furniture and ranges and rebranding the company logo for worldwide usage were among the tasks. In addition, all collaterals were redone using the new design language To support the company's new vision. The student needed to do both online and on-the-ground brand research to achieve these objectives. Several explorations were conducted throughout the process until we arrived at the intended outcome, which satisfied both the brand and the clients.
The chosen visual direction was fleshed out and extended across all the promised deliverables, structured on a robust underlying system. So ultimately, it is not just a single deliverable but a set of deliverables handed over that will constantly evolve with the product, the tools, and the technology.
Branding, Catalogs, Collaterlas, Furniture, Visual System Design
