RUHI the brand:
‘RUHI’ is a brand that talks about Rice beer and its significance in the Assamese society of North East India through a range of products. These products are targeted at travellers visiting Assam. RUHI celebrates the colours, patterns, motifs, festivals, occasions and above all the importance of rice beer in Assam in a contemporary context.
Primary & Secondary Research:
I was amazed to learn that rice beer is an indispensable part of the festivals and is used right from birth ceremonies to weddings, agricultural festivals and funerals. I was inspired by the motifs, artefacts and colours seens during these ceremonies and used them for my designs.
Experimentation & Exploration:
Textures and illustrations were made keeping in mind the Ceremonies, Rice Beer and Assam. They were hand drawn on paper with different
mediums to see which style works.
Textures are hand done, which works as a background for the illustrations. The choice of materials used to create the following textures was done consciously. Illustrations and the textures were juxtapose and different patterns were experimented.
Logo Design:
The logo is hand drawn, which is inspired by the visual language of the brand. Since RUHI talks about Assam and its tradition, Assamese script
has been integrated with English to portray the feeling of modernisation with a sense of belonging.
FINAL PRODUCTS:
Patterns were printed on traditional Rice beer mugs to show tradition with a touch of modernisation. For the bags and books, I used the traditional Muga and Eri fabric from Assam. List of products:
1. Tote Bag 2. Matchboxes and Incense stick packs
3. Traditional beer cups 4. Notebooks and bookmarks
5. Stationary pouch 6. Postcards
7. Coasters 8. Cosmetic pouch
