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Dasti is a ethnic stationery store that sells quality stationary products that are crafted using traditional techniques, skills and hand-based pr… Read More
Dasti is a ethnic stationery store that sells quality stationary products that are crafted using traditional techniques, skills and hand-based processes that reflect India’s true culture, origin, morals and traditions that have sustained with us for over 100 of years, that never going out-of-style with time. Read Less
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Branding
Dasti (ethnic stationery store)

Project: Branding             Year: 2012               Purpose: Curriculum project
 
The assignment was to create an institution as well as visual language.

Nomenclature
“DASTI” is the name of the brand which means a book of ten pages and it even means manual. As the brand is all about creating products manually, handmade from the scratch the name is apt.

Dasti is a ethnic stationery store that sells quality stationary products that are crafted using
traditional techniques, skills and hand-based processes that reflect India’s true culture, origin, morals and traditions that have sustained with us for over 100 of years, that never going out-of-style with time.
 
THIS PROJECT GOT PUBLISHED IN A MAGAZINE FROM CHINA - "BRAND MAGAZINE"
Brand Attributes
Organic- environmentally sensitive,
Authentic- honest, promise, relationship, attachment
Vibrant- bright , colour, joy
Ethnic- tradition, culture.

Illustrations to explore language of the store.
Keeping these characteristics in mind, the logo design is a combination of slender curves and clean, solid lines that never looks out of place even as time goes by. The construction of the logo also establishes ethnic, fun and vibrant vibe. With the store specialising in traditional stationery articles , the logo has been made meticulously to reflect its specialty. The type used with the line on the top is inspired from devnagri script. The letter “I” in the word “Dasti” has been stylised in such a way that it looks like Goddess Durga , taking the brand name literally to instill even more awareness of the brand name into consumers minds when glanced upon.
The colors used are with traits that can be found in abundance in India. Yellow, Red, Pink and Blue are the colors associated with vibrance and fun giving out a excitment whenever someone looks at or examines the logo.
Language applications
Bookmarks - tags
Every tag will have a story to tell about the craftsman who has made that particular article.

 Packaging
Vehicle for transportation

Membership cards

Uniform , Badges and merchandise