Art Village
India’s first earth build art centre
Positioning, Brand Identity, Communication Strategy, Website
Spread over 15 acres of farm is a place nestled in the hills of Karjat, where artists of all fields come together to invent, create and share their philosophies and methods of practice. The art of pottery making, earth building, papermaking, painting, droning etc. are taught and learnt at this art center. This is done through various workshops, documentary screenings, festivals, talks and performances. Whether it is someone focused on learning these art forms or a person looking at a relaxing weekend retreat, this place offers a space for both creative endeavours and rejuvenating zeal.
ABND joined hands with India’s first earth built earth center from its very inception. It was like a home project for us, being involved on site to piece out all the bricks. The main branding challenge was that we couldn’t get around projecting it as a workshop, a resort or an art gallery so it was difficult to capture the essence of the entire place in one name. The center started off as an artist’s movement with festivals where craftsmen would meet to discuss their learnings. We helped them build the business model and streamline their goals.
As we wished to represent elements of nature and art in the symbol of the logo, we thought of circumscribing such elements in a sphere to bring out the fact that Art Village represents the best of nature and art on earth. In the symbol, the sphere of Earth holds tiny rounded icons of birds, leaves, clouds and sun on one hand and the film reel, paintbrush, quill and written paper on the other. The typography matches the logo style in having the edges of the letters rounded to suit the overall visual identity of the brand.As we wished to represent elements of nature and art in the symbol of the logo, we thought of circumscribing such elements in a sphere to bring out the fact that Art Village represents the best of nature and art on earth. In the symbol, the sphere of Earth holds tiny rounded icons of birds, leaves, clouds and sun on one hand and the film reel, paintbrush, quill and written paper on the other. The typography matches the logo style in having the edges of the letters rounded to suit the overall visual identity of the brand.
