The branding was to be done for a client that wanted to sell big and premium peanuts from the city of Rajkot. They wanted a brand that could get a recall value of those close to Lays and Kurkure and wanted to promote peanut as a healthy snack rather than something which was thought as a miniscule snack. The target audience aged early 20s to so on. The name of the brand could be anything meaningful to something that just sounded interesting. The following branding process includes deciding a name for the peanut brand with all the secondary research to create a final packaging for it.

The world is experiencing a mass evolution in science, technology, design and culture today. They are prime examples of cumulative cultural evolution, with each generation preserving and building upon the achievements of prior generations. The benefit of an evolutionary approach to these changes is- population thinking, where broad trends and patterns are explained in terms of concepts. Design and technology constitute separate yet interacting evolutionary processes. Today there is a varied culture in design. With multiplying technology, new words are given birth to. They are registered and passed on to designers as a gradual process. But it is a lengthy affair and is impossible to know all the words in the field of Graphic Design. We fail to be acquainted to the simplest of words in the design world. Sometimes it is ignorance but a lot of times it is not being familiarised with the word itself. Hence we need to be informed. A personal experience during the Summer Internship led me to the thought of making a Dictionary of Graphic Design.

Whenever I looked at big billboards, hoardings and any similar print or display media trying to leave an impression or making a statement, I often failed to see any beauty in the treatment of the Devanagari typeface in an otherwise painstakingly done visual artwork. The typeface most of them used were bolder versions of existing fonts. I wanted to provide a beautifully done display typeface that would have the finesse to express the brand and leave an impression on the viewer. My journey with Masini started from my observations and culminated with the design of a Devanagari fat face which explores the play of negative and positive spaces to defne characters that are sublime yet striking at frst glance but doesn’t compromise it’s legibility. The basic letter forms of the Devanagari script were studied thoroughly followed by hand lettered explorations using various tools and finally it was digitized. The name of the typeface is a tribute to my grandmother who was an inspiration to me.