The Brewhouse, New Delhi

in partnership with
Genesis Films
Prahlad Kakar, Mitali Kakar

Nefertiti Chakrabarti, Arnav Kakar

creative directors
Emilia Bergmans
Abhineet Singh

Hem Partap Singh
Sachee Malhotra

Strategy and design for a holistic campaign and identity refresh for Tribes India, which connects tribal craftsmen and farmers with urban consumers.

Part of a pitch to TRIFED, Ministry of Tribal Affairs, Government of India, by Genesis Films, Jolchhobi and The Brewhouse.

The key message, “From our ____ to your ____,” highlights the interconnectedness between tribal and urban communities and places them on an equal footing. It adds an emotional value to the products by recognising the positive impact that consumers’ purchases can have on people’s lives and livelihoods.

The design language relies upon intimate portraits of the makers and close-up photographs of products, layered upon patterns inspired by the tribes. Bright, colourful and clutter-free, the layouts contemporise heritage crafts and products.

These design explorations use uncredited photographs found and admired on the world wide web. No copyright infringement intended.