Icon
Visual Language & Brand assets
Real icons are made way
before the finish line.
The first coming of the internet and social media reinforced a culture of instant gratification and success, where people only shared and celebrated the end result and not the journey that led to it. The focus was solely on the wins, which led to widespread feelings of pretence and alienation. However, today we see a course correction emerge strongly. Today, as a culture we’re recognising that the wins are not as meaningful if there isn’t a journey that has led up to it.
Icon is a lifestyle brand that celebrates the journey and the moments behind the scenes that collectively form a real 'icon'. Starting with luggage and backpack products, they wanted an identity that can be extended into a larger business in the future. As a part of the design team at Thought Over Design, I worked on the brand assets and visual language for the brand.
Brand Mnemonic
The mnemonic is a classic take on a fashion monogram – with the I taking main-stage. From a distance it also has the appearance of an actual ‘eye’ of a tiger. This ‘eye’ represents the focus, and tenacity of an icon. The structured form of the mnemonic makes it look bold, while the gaps in its form make space for the idea of being fluid and embracing being a work in progress.
Brand Pattern
The pattern is similarly derived from the mnemonic, extending itself to an interesting rope-like form, which looks strong and memorable. The rope can also be interpreted as a symbol of strength and tenacity – the ability to put yourself through whatever it takes to make it.
Brand Assets
Extending the brand identity through various brand touchpoints, we designed a collection of brand assets – stickers, brand tag, luggage covers, carton design, care card and brand insert.
Credits
Design team
Aayushi Kay
Anisha Sirur
Jyothi
Creative Director
Anushka Sani
Project Management
Aditi Rao
Strategy & Narrative
Disha Pinge
Bhive
Brand Communication, Visual Language & Merchandise
BHIVE is a renowned co-working brand from Bangalore, known for pioneering one of the widest footprint of profitable workspaces across the city and building a robust network with founders and investors – A one-of-its kind fintech investment platform for Indians in the Alternative Investments Space including but not limited to revenue based financing, commercial real estate, fractional real estate and asset leasing. As a part of the design team of the studio, I worked on creating brand communication assets and merchandise for the brand.
