The brief by Reliance retail was to create a store design and brand identity to launch a new format store under the name Swadesh. The unique space would showcase authentic handcrafted products and promote the rich Indian art forms which are sold in markets around the world.

Working with interior architects we collectively created the concept The House of Swadesh which directly interprets the Vastu planning principles represented by the Nine Square Mandala.

Using the Nine Square Mandala as a baseline for the symbol I created a handcrafted yet modern brand identity. The communications have an emotive look and feel, and celebrate the families and communities who create the handmade goods.