two roads
As India's greatest outdoor festival celebrated its 10th anniversary, it looked to carry on its legacy logo yet flourish the rest. With a keen sense of what made it diverse, we created a brand structure and identity that brought lush verdants and tribal motifs of its host centre-stage. Under bamboo shade and blue-skies in tow.
SERVICE
Deep-Level Brand Strategy, Brand Identity, Print & Social GTM
brand context
Two Roads is a culmination of learnings. While running spoken word programs, most participants who showed up weren't prolific writers or poets; they were women homemakers, and students, and new grandmothers. Women who were often invisible to society; teen girls, married women and elders among others. They spoke of their trials and joys that seem trivial to the cultural zeitgeist. From this emerged the fount of need - the need to create an intimate space for expansion - through life-skill upliftment, productivity workshops, spiritual practices, and artistic retreats. Often, all at once.
the language of lines
A quiet resonance was our guide. A methodical flow of lines takes space to form a clean yet critical design structure for the brand and the tones of the forest and the path, where the roads diverge, shade the accents. Among its visual ease sit braver words. Semblance of a rippling, yearning heart.
