Role: Graphic Designer | Studio: Kena Design | Duration: 5 months
SF Dyes are one of India’s leading textile dye manufacturers. Started in the year 1954, they recently celebrated 60 years of continued progress. At this time, they approached Kena Design with the idea of completely rejuvenating their brand identity.
Guided by the core team at Kena, I was responsible for conceptualising the new brand strategy.
Project objectives
Laying the foundation
SF Dyes’ existing identity system was effective but inconsistent, with different versions of the logo used across their touchpoints. So we first refined the logo's form and systemised the brand’s colours and typography.
Different versions of the logo that were in use
The refined icon
Primary Identity System
Colour palette and typography
Rediscovering Indian roots
‘Indian roots’ and ‘Textile Dyes’ were cornerstones for the new visual language. I researched traditional Indian symbols, motifs and colours. I especially noted how they were represented in Indigenous handlooms and handicrafts.
Fuelled by Colours, Joy and Tradition
Initial ideation
Indian symbols and graphics have a distinct brightness, geometry and rhythm. I wanted to articulate this in the new visual language.
In these initial options, I reinterpreted and explored traditional Indian motifs and aesthetic styles
Concept Development
The selected concept was further iterated and refined. Each element was individually resolved till a consistent system emerged.
The concept uses a simple, flexible grid to create multiple graphic elements, effectively modernising a traditional style.
Finding form
