P-Tal

Identity Design | Visual Design | Brand Guidelines | Book Design

P-TAL is reviving the dying craft form of the indigenous Thatheras community of Jandiala Guru, Amritsar, India.

The Thatheras are a community of skilled craftsmen specializing in the traditional technique of making hand crafted utensils by hammering metal sheets. This is the first Indian craft on the UNESCO’s Representative List of the Intangible Cultural Heritage of Humanity.

P-Tal

Identity Design | Visual Design | Brand Guidelines | Book Design

P-TAL is reviving the dying craft form of the indigenous Thatheras community of Jandiala Guru, Amritsar, India.

P-Tal

Identity Design | Visual Design | Brand Guidelines | Book Design

P-TAL is reviving the dying craft form of the indigenous Thatheras community of Jandiala Guru, Amritsar, India.

The logo is a fusion of the sound waves from the rhythmic hammering of metal ‘Thak-Thak-Thak’, which is unique to the craft.

It also resembles a fingerprint which represents the uniqueness of each product, handcrafted by the artisans.

The font used for the logotype is a modified version of ‘Glamor’ - contemporary with minimal ethnic characteristics.

The logo is a fusion of the sound waves from the rhythmic hammering of metal ‘Thak-Thak-Thak’, which is unique to the craft.

It also resembles a fingerprint which represents the uniqueness of each product, handcrafted by the artisans.

The font used for the logotype is a modified version of ‘Glamor’ - contemporary with minimal ethnic characteristics.

Coffee Table Book

Impact

The branding of P-tal changed how customers looked and approached the brand. Customer started to have a more a favorable perception of Ptal, leading to an increase in purchase likelihood, loyalty and positive word-of-mouth.

P-TAL now impacts 55 families of artisans, increasing their monthly incomes by over 1200% in the last 3 years. P-TAL is an epitome of transforming tradition into trend while converting craft to utility, thus moulding the vessels of hope!

Email

rishikagoyal.design@gmail.com

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I bring to life bespoke brands, experiences and ideas that intrigue and delight. My practice thrives at the intersection of emotion and reason, intuition and logic, craftsmanship and business impact.