kṣamā
The objective of this project was to think of an intangible and abstract concept, product, service. Such may or may not have been for sale so far. Performing a complete branding exercise, visualizing that it will be up for sale eventually in the future.
DURATION
Phase 1, Research
(1 weeks)
Phase 2, Branding & Design
(2weeks)
MODULE
Visual Identity & Branding, 2021
Semester 6
TOOLS
Adobe Illustrator & Photoshop
SKILLS
Research & Market Positioning
Identity Design
Typography
Colour Theory
THE BRIEF
Following the guidelines, kṣamā is a hypothetical brand whose core motive is to sell forgiveness. Forgiveness is a conscious, deliberate decision to release feelings of resentment or vengeance toward a person or group who has harmed you, regardless of whether they actually deserve your forgiveness. Forgiveness does not mean forgetting, nor does it mean condoning or excusing offenses. Forgiveness frees us to live in the present.
Forgiving results in mental well-being, reduction in negative emotions, forming positive relations, spiritual growth, and identifies a sense of meaning and purpose in life as well as builds a greater sense of empowerment
THE HEALTHIEST LIFESTYLE IN MOTION ON YOUR WELLNESS-CATION.
kṣamā is an integrated wellness retreat village, whose authentic destination offers an opportunity for growth, inspiration, and mindfulness in the 21st century.
Its mission is to focus on designing high impact wellness strategies and services, aimed at supporting all the individuals enduring life transitions and transformation through forgiveness.
Motivated by a vision, learning to forgive and respect other beings for a better, happier, and healthier world, we as kṣamā have come to be known as “the change makers of today and tomorrow".
BUILT ON VALUES FOR ACHIEVING THE RIGHT SUCCESS
The inherent worth and potential for growth of all individuals, the treatment of all individuals with respect and dignity. Diversity, inclusion, and equity in the pursuit of social justice. Communication which is open, honest, and direct.
Here, you find highest standards of professionalism, with an emphasis on quality of care, ethical behaviour, and confidentiality.
Truth, Kindness, Teamwork, Growth and Love are our core values.
THE PROCESS
Before visual branding, I began researching the existing competitors of wellness retreat in today's market to see what their proposition was and how kṣamā can be differentiated among them. I then took a look at a design inspiration moodboard to convey the right tone, look, and feel — this gave me a better understanding of how visually this brand can be represented.
I moved on to brainstorm what the central logo identity could be while keeping these values in mind. I explored a variety of logo lock-ups before branching into the other branding elements. The process began with sketching few ideas for logos aligning to the keywords and its nature.
Here are few variations of the logo designs
Moodboard
LOGO RATIONALE
The meaning of the word kṣamā means forgiveness in Sanskrit. The logo is a combination that consists of three elements, the petals of purple hyacinth, which represents forgiveness, respect, love, and gratitude. The dots around the group of petals represents togetherness for life.
X as signifying the end of something— Here, it means as a conclusion to all the pain, rage and jealousy. But this symbol, or marker, can also be understood as a “crossing over” to another dimension: a transcendence, transformation, or transmigration.
The green colour used for the logo is a thought to symbolise tranquillity, growth and nature.
BRANDING GUIDELINES
The meaning of the word kṣamā means forgiveness in Sanskrit. The logo is a combination that consists of three elements, the petals of purple hyacinth, which represents forgiveness, respect, love, and gratitude. The dots around the group of petals represents togetherness for life.
X as signifying the end of something— Here, it means as a conclusion to all the pain, rage and jealousy. But this symbol, or marker, can also be understood as a “crossing over” to another dimension: a transcendence, transformation, or transmigration.
The green colour used for the logo is a thought to symbolise tranquillity, growth and nature.
Logo Background
Logo Variations
WRONG USE OF THE LOGO
It also covers what not to do with the logo to maintain its integrity
PRIMARY & SECONDARY COLOURS
Merchandising options for skin care products, a booklet to read or a wooden sling chair to take a short naps anytime in the garden of kṣamā wellness retreat.
Stationery like- business cards, envelops, letterhead for kṣamā wellness retreat.