Ektara makes handcrafted crocheted and knitted toys & accessories, while providing livelihood to women artisans in the rural parts of North India.

IDENTITY & PACKAGING

A fresh brand story was required with Ektara’s entry into an urban retail market. This lead to its packaging & identity design to tell it best. The product targeted urban Indian parents, who yearn to revive the old-India, that is now eroded by mass-produced goods.

 

The letterforms in the original typeface were adjusted to make the identity look more soft, gentle and appealing to children.

The rough drawings of animals evoke the hand painted walls from the Indian folk and rural culture, which also mirrors the joy of playing with toys.

 
 
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Inspired by the stories we were told as children, in which animals play a central role; the structure of the box along with a window in front displays the toy as the hero of the pack. The structure also allows boxes to be stacked together to form a set that could easily relay a story between a set of toys. More information on the project here.

The box is made of kraft paper, that has course texture & colour, and unmistakably appears to be made with natural materials. It enhances the appearance of the art painted on it. Finally, the screen printing beautifully finishes the hand-made effect.