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Jildsaaz
Branding & Identity
New Delhi
Jildsaaz is a gentle rebellion against a fast-paced digital world. It values tactile and thoughtful experiences. The brand preserves and celebrates the rich traditional craft of Indian board games, and extends these to contemporary forms of storytelling and interaction.
The name is derives from the Urdu word for the art of bookbinding. Evoking themes of world-building, storytelling and mark-making. The visual language derives from the first step of these processes: The grid.
The Brief
Jildsaaz's broad vision required a brand identity that adapts across its verticals. From artisanal board games and objects d’art to digital storytelling and physical activations – the challenge: create a brand identity rooted in craft and tradition while feeling contemporary enough to work across these spaces.
The grid underpins the entire visual language – The primary wordmark and iconography are built on the same principles.
The form of the hindi 'ज' lends itself to the logo's bespoke typeface, and functions as a distinct emblem. Paired with modular iconography, it is a complete and responsive brand system that moves seamlessly between its intended spaces.
The Solution
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