This was done as part of a Craft Research Documentation Project given from my college, NIFT Hyderabad.
Amarchinta is a village in the Wanaparthy District of Telangana State, India, known for its talented weavers and craftspeople who specialize in saree-making. However, despite their skill and artistry, the contributions of Amarchinta's weavers and craftspeople remain largely unknown to the wider public.
Gadwal, a neighboring district with a handloom cluster that has obtained a Geographical Identification Certificate, is often regarded as the umbrella organization for Amarchinta's weavers. While there is some truth to this perception, the weavers of Amarchinta have a distinct style that sets them apart, visible in their designs. Nevertheless, Gadwal receives recognition for the work done in Amarchinta, which has left the weavers feeling unsatisfied.
As a solution, a visual identity has been developed for the cluster with the potential to establish itself as a brand. This initiative seeks to promote and acknowledge the contributions of Amarchinta's weavers and craftspeople.
THE SHAPE
The shape of the logo is inspired by two factors:
An abstract form of a person, who can be considered as a weaver,
looking at a piece of saree on their lap.
&
The letter "a" of "Amarchinta".
THE COLORS
The inspiration for the colors came from the saree. The colors were decided after taking a closer look at the most commonly used colors by the weavers.
THE FONT
Lovera seemed like a perfect font for the brand as it showcases the flow, elegance
and the exotic nature of handlooms.
