Work & Effect

The identity system expresses joy through vibrant colour, clean form, and simplicity. The “H” fused with a heart embodies both humanity and delight, creating a symbol that thrives across every platform. The clean, scalable design keeps everything consistent across packaging, print, digital, and motion while staying modern, cohesive, and playfully bold. 

For Nirantara, we built an identity system rooted in the everyday rituals of Indian homes – the sacred floor drawings known as Kollam in Tamil Nadu, Rangoli in Maharashtra and Alpona in Bengal. These forms are drawn fresh each morning, in a single continuous movement, to invite prosperity and protect the home.

We grounded the system in the science of behaviour change. That meant creating a structured, modular design language that mirrors progression, feedback loops and cognitive triggers used in actual gamified systems. The iconography centers on the individual, reflecting the core unit of every gamified system. 

When Ovii set out to enter the spice aisle, it didn’t begin with cumin or chilli. It began with a song. In Maharashtra, ovi are short, improvised verses sung by women as they work – at the grinding stone, the mortar and pestle, the water wheel. Fragments of love, frustration, humour and hope, carried on everyday rhythms.