The team at ZEEL approached us to help them rebrand their Marathi music channel into - “Zee Vajwa”. This new take on the channel would focus on today’s music - while marrying traditional with contemporary i.e. old world charm with new world swag!

Our solution and design approach was to create a set of unique yet familiar Maharashtrian cultural markers and bring them to life through the use of a modern illustrative style and colourful gradients. The ‘volume dial’ became our primary visual mnemonic to unite our design language and to turn up the energy and excitement!

A carefully constructed marriage of traditional Maharashtrian cultural markers treated with a modern illustrative approach drives the visual narrative for Zee Vajwa’s branding assets. From toran rangolis to traditional instruments like the tasha, dhol and tutari - the roots of Maharashtra are well reflected in the brand’s visual landscape. New-age colourful gradients and modern motion design, further help unite the old and the new.

CHANNEL IDENTS

The channel idents are a reflection of the rich traditional past bringing them into the modern times. They use a fun illustrative style with colourful cultural markers and characters to depict the channel’s Maharashtrian roots.

BRAND EXTENSIONS - OFF-AIR & DIGITAL CREATIVES

We used the newly established broadcast design language to create static banners, posters, merchandise, social media templates, outdoor ads and many more forms of off-air & digital branding elements. This approach provided a turnkey 360 design solution and brought the Zee Vajwa universe to life.