Partnered with : Shivatmika

Client : © Guts sport limited

Location : Ambattur Industrial
           Estate, Chennai, India

This is just a brief display of a live client project me and Shivatmika are working on. A non-disclosure was signed so only brief snippets from the project are included in this filing. 

A reverse grid which shows the building block of the brand identity. The client brief was very interesting as they wanted to incorporate a chalice as part of customary family superstition. In response to that we had produced three different concepts out of which this way finalised. 

A modular grid was created to derive all forms and structures out of these systems. Building a system of things was the attempt to be original in the idea as well as to create a very simple yet defined identity. 

A custom display typeface was then materialised after a few drawings of the letter ‘G’ for guts, but then ‘GUTS’ was the first set of letters after which the rest of the uppercase latin was constructed. 

The physical and the digital space of the brand according to the client and research, it had to be Industrial and very bold in its existence. That more or less became the cues. We have tried to keep that running throughout.