India Shayari Project

IP BRANDING | MARKETING COLLATERALS

Zee Live approached us to create an identity for a one-of-a-kind studio-to-screen IP they were launching on their streaming platform, Zee5, to popularize the lost art form of shayari.
The main ask was to create an identity & design language that respected the traditions of shayari, yet appealed to a younger audience not introduced to the art form. The balance was achieved by using a contemporary typeface for the logo giving it a bold identity, while elements like a typewriter, ink pot, pocket watch – objects strongly associated with the art of writing - paid homage to the times gone by. The artiste names were consciously written in a handwritten font akin to them signing off a piece of their work.
The logo, as well as, the design language was designed keeping in mind the dynamic medium of an OTT platform.