Sri Vanam
Commissioned by Bheim Enterprises
April 2022
Launched - September 2022
Scope of Work
Identity Design, Brand Design, Brochure and Publication Design
Overview
In April 2022, I was approached to create an identity for Sri Vanam, for a one-of-a-kind residential real-estate project in Tirumala. Drawing from the unique cultural aspects of the area, the challenge was to create a visually strong, flexible system that could adapt cohesively to Kaustubham and Sri Vatsasam, the two residence types encompassed by the Sri Vanam umbrella. The brief was to pay homage to the traditional arts of the area, while infusing it with contemporary styles, making Sri Vanam a modern day landmark of the hill town.
The Solution
Inspired by the legend of Sri Lakshmi Vanam, the logo was designed to represent the mythological garden through the symbol of the Tree of Life.
Beautifully set within a perfect circle, the tree flourishes, its branches teeming with life- with birds and fruit, representing prosperity, wealth and abundance. Drawing the eye towards the centre, is a flower, reminiscent of those once offered to the idol of Lord Venkateshwara. The elements that form the symbol are stylistically inspired by Kalamkari motifs, an ancient art form from the area, with simplified forms, symmetry, and outlines filled in with colour. Despite the inspiration, the overall style is unmistakably contemporary and relevant to today.
The brand colour palette too, was heavily inspired by the organic vegetable dyes used in traditional Kalamkari artwork. We worked with a primary colour palette of earth tones-rust and deep green, with accents of gold- a stylistic deviation from traditional Kalamkari- and one that added accents of richness and brought the logo into a contemporary space.
The wordmark or logotype for Sri Vanam combines delicately hand-crafted Telugu characters with clean, contemporary Latin letterforms. Set in a modern high-contrast sans-serif typeface, the clean angles of the letterforms lend the wordmark a sense of rhythm, and an air of unmistakable elegance. The Telugu characters were hand-crafted to pair well with the calligraphic, thick-thin strokes of the letterforms.
With the logo for Sri Vanam, we laid the groundwork for the brand’s visual style.
It was this primary identity that would communicate the project positioning, attract interest and establish the project as one of a kind in the town of Tirumala.
Extending the Brand
The three brand names Sri Vanam, Kaustubham and Sri Vatsasam had been carefully selected for their inherent meaning as well as layered historical and mythological significance. The visual style therefore, needed to draw from the meaning and seek to add to it. Every design decision was deliberate- taken with great care and consideration, to carry forward the visual language of the parent brand while remaining strong as stand-alone logos as well.
Both logos included elements from the parent brand to add to the visual continuity.
Both logos were designed as circular units that combine a distinct illustrated symbol with the wordmark below. The wordmarks are typeset in lowercase, with a clear hierarchy between the parent brand and it’s extensions.
Kaustubham, the jewel, and revered symbol of divine authority, is represented with an emerald green centre, around which twelve petals exude. The floral form is inspired by the ornamentation carved on the statue of Lord Venkateshwara. Sri Vatsasam is represented by a lotus, synonymous with Goddess Lakshmi and in it’s beauty and luxury is fitting for the villas. While stylistically reminiscent of kalamkari motifs, the illustrated symbols are contemporary. Creating an immediate connection with the parent logo, the branches move inwards toward the centre, with two flowers from Sri Vanam representing the two types of residences.
