IT'S IN THE DETAILS

Ever wondered who made that cool logo of a brand, or the intricate design of a product, or the aesthetic of a space? Meet four women who have created visual design languages of their own, and in the fast moving pace of digitisation, continue to create work that stands out

- SAMREEN TUNGEKAR

RABIA GUPTA

Landmark projects: Good Earth, Crossword, Forest of Chintz, Blue Frog, Times Of India, Sula, The Bay Club, Teach for India, and Abraham and Thakore, among others. 

G: Your most memorable project?

RG: It’s difficult to choose, so I’ll pick three. The strategy and identity for Good Earth in 2005 is a personal favourite. At its time, our design approach recognised the maximalist nature of the brand even before this term was coined, and we leaned into the founder’s vision and understood the universe of luxury lifestyle she was trying to build. Then would be positioning and packaging for TP Sangria in 2015, which is memorable because the solution hinged completely on one single behavioural insight: “Young women drank in order to fit in, and be perceived as hip…” That was the cornerstone of the experience. Using flip top pint bottles clad with rich graphic skins, the bottles were accessories that were fitting extensions to the young women we were addressing. The packaging positioned the wine cocktail in a young, relaxed space. The third one is a recent one: Brand identity for Abraham and Thakore in 2022. This rebranding exercise was another first. In a world of reductionist, and mostly san serif word marks, this definitely was an aberration. One that we fought for, and worked hard to make possible

G: What’s a change you’ve observed in your industry in the recent past?