Motif-Making in Vasundhara
BRAND AND COMMUNICATION FOR A
RESORT IN THE BACKWATERS OF KERALA
Shapes and objects can elicit an emotional response influencing associations with a particular product, place or person. They can create a resonance and trigger memories, and often offer invitations to participate in tribe-like behaviours and a shared belief around a brand.
Design can influence how we subconsciously associate and connect with a brand. For a cultural destination resort in Kerala, we moved away from cliched ‘draws’ used by political, cultural and economic forces in this South Indian state. Instead, we dipped into and designed motifs derived from relatively less celebrated heritage and popular culture icons. These then create a visual language for various design elements across the interiors and exteriors of the resort.
A popular trope used in present communication strategies in Kerala is the elephant – often shown resplendent and caparisoned for temple ceremonies. We decided to have our elephants wild and roaming. Faint reliefs on the mural create shadows when the light is right – reminiscent of viewing an elephant herd moving amongst the trees across the banks of the Periyar river.
The motifs are inspired by the markings on ritual folk performers such as Theyyam artistes. These then find their way on embroidery motifs on upholstery, as metal and copper forms on wall murals and on wood carvings on signage and lighting. elements
The motifs are inspired by the markings on ritual folk performers such as Theyyam artistes. These then find their way on embroidery motifs on upholstery, as metal and copper forms on wall murals and on wood carvings on signage and lighting. elements
Scope
Mapping of narratives across resort | Brand identity | Graphic motifs | Signage | In-room branding and toiletries | Marketing and Print collateral | Website and Blog | Murals | Restaurant names, identities and menus
Team
Trapeze, Key members: Sarita Sundar, Georgie Paul, Shreyas Krishnan, Ruchika Chanana