From lush green fields, beautiful backwaters to exotic spices, God’s Own country is unique, rich and vibrant in its resources. Quite naturally, its pulsating beauty reverberates into its traditions, culture and language as well. Viakerala celebrates its roots through its products that are reminiscent of Kerala’s typography and rich heritage. RITZ is in conversation with the mastermind behind the brand that is taking Kerala across the globe, Theresa Joseph George!
What inspired you to start Viakerala?
I have been working in Kerala for 15 years now and I noticed that tourists or friends from abroad have a ‘Bollywood’ inspired perception of India. But down south, I don’t think Bollywood has so much of an influence, at least not until recently. Being a graphic designer with a specialisation in typography, my work deals with identity design. So I felt there was a vacuum, a space for this kind of expression, an identity that we could relate to in our everyday life and not just for festivals. I started to question my own identity or roots and that’s when the idea of setting up a brand was born. Viakerala is a modern take on what already exists as Kerala’s identity through a range of products that tells our story.
Having been outside of Kerala during your childhood, how acquainted are you with the language?
I’m from Kochi but I did most of my schooling in Yercaud. I remember coming to Kerala only during vacations, so I lost touch with the language but the nostalgia always remained. While traveling, the one thing I distinctly remember is that, the minute you cross the border, you immediately know that you have entered Kerala - not just because of the greenery or the landscape but also because of the visual impact, the curvy typography of the Malayalam language which is on every wall or building. I feel, being a literate state, everyone uses the language and script to communicate - be it political propaganda, movie and product promotions, the language is everywhere! It has very much become a part of our identity and day to day living. After returning to Kochi and settling here, I have revisited this notion of Kerala through its visual impact.
What is your brand philosophy?
Esta historia es de la edición February 2018 de RITZ.
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