Moonshine Meadery

Identity  , Nomenclature  , Packaging
Ronin Wines, Pune FMCG

The client approached us with a plan of producing and selling Mead – an alcoholic beverage made by fermenting honey. Considering the ambition of being Asia’s First Meadery, there was a need to create an identity that was distinct yet neutral enough to allow the brand to scale across geographies. The inspiration for the identity is drawn from alphabet charts used in Kindergarten, where word associations like “A for Apple” and “B for Ball” are first formed.

It connects with words that are seminal in language and learning and ties in to the association of Moonshine Meadery being the the first of its kind and a true pioneer. While solid colours were used to segregate the types of flavours, the identity is type centric in terms of design. The usage of a red line in the primary identity also features across communication and multiple touch points.


Identity  , Nomenclature  , Packaging
Pure Pizza LLP, Mumbai FMCG

Branding and packaging design for a frozen pizza brand. Being a product category that’s uncommon in local supermarkets but has tremendous potential for growth, the name ‘Pizzo’ was proposed as a word that becomes generic and synonymous with frozen pizzas. The primary identity suggests the feeling of satisfaction that is associated with the product. The design language exemplifies the product attributes – simple, convenient and wholesome.

The Formist Group

The Formist Group, Bengaluru Real Estate

Branding a real-estate developer. This new-age organisation was started by a group of experienced architects with a desire to create. The idea of creating forms is a nod to the Bauhaus movement which was the inspiration behind the creation of the name and the identity.

Formist — Treehouse

Communication  , Nomenclature
The Formist Group, Bengaluru Real-Estate

Brochure design for a real estate project.  A proprietary architectural feature, where the the clubhouse was diffused across multiple floors at the core of building, was the inspiration behind the name ‘The Treehouse’. A bold, illustrative style was used in collateral, based on the identity created for The Formist Group.

W Hotels, Goa

Environmental Design
ABIL, Pune Hospitality

Every W Hotel around the world has a distinct totem near the entrance with varying styles and material finishes to reflect the identity of the city. This design captures the glitz and vibrant energy of Goa, one of the prime party destinations in India. It was manufactured using high grade stainless steel and the surface is comprised of multiple metal flaps that move inwards and outwards with the wind. This gives the totem a shimmering effect.

The Taj Mahal Palace, Mumbai

IHCL Hotels, Mumbai Hospitality

A selection of posters that we designed for The Taj Mahal Palace, Mumbai – the oldest and most prestigious hotel in Mumbai. As their creative partner since 2016, we’ve provided consistent creative support and have gradually established a language of design and tone of voice for the hotel. To further our growth and our abilities as designers and thinkers, we’ve also collaborated with artists and illustrators on multiple projects.


Communication  , Identity
IHCL Hotels, Mumbai Hospitality

After renovations were completed at Mumbai’s first all day diner, we were approached to create a design language that carries forward the diner’s legacy and introduces it to a new generation. Tag-lines used during the launch used humour to create a dichotomy between the old and the new.

Systems +

System Plus Pvt. Ltd., Information Technology

An early boomer in the IT space, the client has serviced numerous customers in the domestic and international market. Their versatility has enabled them to work with clients ranging from large MNCs to budding start-ups. The identity captures the company’s ability to scale up and down, adapt and re-align itself according to a customer’s requirement. This dynamic identity is further exemplified by a visual language that’s constantly shifting to bring fresh energy via merchandise, collateral and environmental graphics.


Domus India, Mumbai Publishing

Magazine covers designed for an architecture publication. ASDS was appointed to design the cover pages for the first 4 monthly issues of the year 2017. Each illustration is an abstract representation of the cover story of the month. What was meant to be a one time experiment proved to be a successful model for the client and sparked a series of future collaborations with various design studios.

Secure Parking Kiosk

Industrial Design
Secure Parking, Mumbai Technology

This client approached us with an unusual problem. The earlier design of their parking ticket dispensing unit was complex and cumbersome for users. Therefore, people would be employed to simply operate the system and physically hand-over the ticket to a customer. The proposed design addresses issues with ergonomics during usage while adding a little flair to the environment. After test results and user feedback was deemed positive, a world wide roll out of the devices was initiated.

Shapoorji Pallonji Real Estate

Advertising  , Brand Strategy  , Communication
Shapoorji Pallonji Real Estate, Mumbai Real Estate

As a subset of one of the oldest construction companies in India, Shapoorji Pallonji Real Estate wanted to move forward with a single voice and clarified vision. After an in depth study, a brand ethos and archetype was identified. A design language was derived from this archetype and guidelines for various categories were defined and collated in a comprehensive brand manual.

La Folie

La Folie du Chocolat, Mumbai FMCG

Packaging concepts for a bean-to-bar chocolate brand.

Abstract and artistic, the first route recalls the work of color theorist Josef Albers who explored the nuances of colour using geometric compositions. Flux depicts a flow of energy. A change in one’s state of being. The experience of a La Folie chocolate.


Anantraj Global Limited, Delhi Real Estate

Corporate branding for a real-estate developer. A 40 year old real-estate developer in New Delhi was undergoing a metamorphosis. Under a new generation of leadership, the developer had the ambition of transforming the real-estate landscape in the city and aspired to re-build the brand from the ground up. The identity reflects the young energy omnipresent in this new age organisation and its ability to take on projects of varying scales. The brand architecture uses a striking nomenclature system, where each product category uses a different voice or expression of the brand.

The Board of Control for Cricket in India

Communication  , Identity
The Board of Control for Cricket in India, Mumbai Sports

ASDS was commissioned by the Board of Control for Cricket in India (BCCI) to create a narrative and a visual identity for all its cricket formats, i.e. One Day International (ODI), T20, and Test Cricket. The applications extended themselves across multiple collateral, merchandise and in-stadia graphics.

Svara by Taj

Identity  , Packaging
IHCL Hotels, Mumbai FMCG

An unconventional wine label design, which plays tribute to the quintessential Indian musical instrument, the Bansuri. Portrayed using a bold and minimal style, the iconic silhouette of the Bansuri appears distinctive, just as it sounds. The melody of the Bansuri playfully hints at the various ‘svaras’ of wine.


Vensa Pvt. Ltd., Hyderabad Real Estate

Re-branding an infrastructure and real-estate developer in Hyderabad. The logo uses an abstract representation of the Cartesian System, a fundamental tool used in construction to determine an object’s position in a 3 dimensional space.


Identity  , Nomenclature
Glide Insurance Pvt. Ltd. Finance

The word ‘Insurance’ seems daunting for many people and finding the right insurance product can feel complex to the average Joe. It was the clients’ mission to challenge this by projecting an image of simplicity and lightness. We arrived at the name ‘Glide’ and the positioning of ‘Effortless Insurance’. The identity is inspired by the movement of ice-skaters and the smooth, extending lines that stay embedded on the ice. The colour creates a sense of warmth and openness and is also distinct in this sector.


Indigo Deli, Mumbai Hospitality

Branding concept for a Deli. As the objective was to create a highly distinctive identity, the name ‘Booyah’ was suggested as it is a term used to express joy or triumph, within the urban youth culture. The graphic language uses a fresh colour palette with geometric line forms for the logo and icon graphics. The container emerging from an exclamation mark adds a sense of weight and excitement to the logo unit. The visual language then carries itself forward through the entire space via environmental graphics, interiors and furniture design.

Picture This

Picture This, Mumbai Healthcare

Dr. Bhavin Jankharia, a popular radiologist in Mumbai, approached us with the desire to create an identity that’s unique and stands out in the healthcare sector. The identity rekindles a sense of amazement by bringing forth the absolute science of being able to see images within the body.

The dynamic identity derives its visual language from the consolidation of the 11 body systems that lead to our sustenance.

Transit Food Lounge

Bengaluru Hospitality

Forum Mall Bangalore was the first mall to come up in Bengaluru and the foot court was the first of its kind. With a footprint of 20,000 sq.ft, the challenge was to maximise seating and provide 8-10 kitchens. The mall program had retail spaces on the ground, 1st and 2nd levels and the cinema screens on the 3rd and 4th levels. The food court was positioned perfectly on the 2nd level, which was the idea behind the name `Transit’.

The visual identity borrows from the design language that’s common at airports. The planning of the food court placed all the kitchens within full vision of the customer and all back end services, material handling and movement spaces were neatly organised. The tables were specially designed in all aluminium and the glass tops were embedded with digital prints. Each print had a unique quote by a famous artist, designer and writer suggesting the idea of `food for thought’.  Transit Food Lounge was a commercial success and the concept has multiplied to different locations across India. 

Galaxy Mall

Signage  , Space
Galaxy Mall, Bengaluru Retail

Galaxy Cinema was a yesteryear cinema in Bengaluru which was being repurposed as a shopping mall. The visual identity became the starting point; a galaxy formation without a defined form. The fonts became forms offering positive and negative openings which led to the beginning of a visual language. The idea was carried forward by designing a perforated skin panel system for the proposed building. The grid allowed for both fixed and openable panels which was likened to the mall being both, an introvert and an extrovert, opening only the parts that needed to be revealed. The distance between the screens and the actual wall structure allowed for placing soft coloured dynamic lighting giving the architecture a distinctive look at night. The interior design referenced museum interiors by minimising elements and bringing the focus towards retail. A retail program was proposed to ensure that the product category and brand adjacencies complimented the architecture. 

Gemini Cinemas

Gemini Cinemas, Chennai Hospitality

Re-branding a movie theatre. This iconic theatre in Chennai carries over 60 years of cinema legacy. It was an obvious choice to retain the popular Bugle Twins in our contemporary take on the brand identity and visual language. This distinctive language made its way across tickets, popcorn holders, soda cups and other items used by most movie goers.

Embassy Springs Design Centre

Environmental Design  , Space
Embassy Group, Bengaluru Real Estate

We designed an experience center for a real estate development of 300 acres in North Bangalore for the Embassy Group. The project is called Embassy Springs. Having designed the visual identity and the graphic language for the project, we extended the brand experience in space. The information was organised to explain the project plan and features. The information included overall development plans, locations, amenities, architecture, sustainability design, landscape design, and the club house.

The exhibition structure was designed by us using corrugated paper. All the structures were made by folding corrugated panels with the information directly printed on them. This even included the master plan that is mounted on the wall. The design also extended into internal signage. The choice of paper was made to allow for revisions in organising new information, as all the units are modular and this decision also lowered the cost of implementation

AGL Mall

Environmental Design  , Space
Anantraj Global Ltd, Delhi Retail

MOMENTS is a mall based in Delhi. The client wanted to reformat the mall with a new extension of both, an additional building and a new floor on the existing building. The challenge was to integrate the old with the new. Since it wasn’t possible to strip down the previous structures, a metal panel cladding system was proposed. The simple box that was proposed would stand in stark contrast to the mixed architecture styles around Delhi. It would herald a new spirit for the mall that was fresh, contemporary and bold. 

Toranagallu Station

Environmental Design  , Space
TNGL, Toranagallu Transportation

Food Court Concepts

Environmental Design  , Space
Various Hospitality

We have designed several food courts over the years. It always starts with a concept and design language for the overall space. The identity provides a framework for the space, furniture, graphics and communication. Food Court spaces have allowed us to exercise all our design disciplines.

Paris Café

Abin Design Studio, Kolkata Hospitality

A graphic and space identity that we designed for an architect in Kolkata. Inspired by contemporary French artists, geometry and colour are the basic constructs of the graphic language. The abstract compositions are also reminiscent of Art Deco, a style of modern art that was manifested in Paris. The colour palette pays homage to the French flag, and combined with stripes recalls the quintessential French piece of clothing – The Breton Shirt.

Kaya Skin Care

Kaya Skin Care, Mumbai Skin Care

Space design for a retail format. Kaya Skin care, a chain of popular dermatology and beauty consultants, developed a retail format called ‘Kaya Skin Bar.’ The idea of clean and flawless skin is represented in the minimal and airy aesthetic that ’s created from this design.

Roca Retail Store

ROCA, Spain Retail

ROCA from Spain approched us to design their flagship store in Mumbai. The intent was to take bath, sanitary and hardware fixtures and present them as well designed, industrial design forms. Framed structures called ‘Gridlocks’ were designed that mimic a relatable scale of bath spaces. The Gridlock frames of varying dimensions were placed strategically to present each collection and tell a story. The space was designed to be neutral with no emphasis on colour to retain focus towards the products on display. 

One 10

Communication  , Identity
One Ten Digital, Dubai & Mumbai Marketing & Technology

Branding a Martech company. The circle within the logotype becomes a versatile and dynamic element that displays images and messages that varies with usage and context. The graphic language creates an unexpected association with ‘Ones and Zeros’ – the fundamental code in information technology.


Carbon, Mumbai Retail

The brand ‘Carbon’ wished to propose a retail concept that was edgy and smart. This particular store was the 7th store and so the designers took an approach of tilting the structures to a degree of 7. In a small footprint, the display unit seams across the walls with pockets provided in a dynamic composition to display the merchandise. The choice of material for the display unit was metal which was prefabricated and assembled on site.

Embassy Projects

Embassy Group, Bengaluru Real Estate

A few examples of residential projects that we branded for the Embassy Group, the largest real-estate developer in Bengaluru. The identities created were extended across communication collateral, both print and digital. Sales and experience centres were also designed for certain projects with environmental and infographics applied in interesting ways.


Tonic, South Africa Corporate Brand

A conglomerate in South Africa approached us for a branding exercise with the intention of revitalising the company. This led us to the name ‘Tonic’ and the design of a dynamic identity which symbolises the core values of the company that remain steadfast amidst an ever-changing environment.


Environmental Design  , Space
Tata Cliq, Mumbai E Commerce

A 10,000 square foot office that was designed for Tata Cliq – a recent entrant in the e-commerce space. This simple concept takes the visual construct of their website and turns it into an art form by creating an abstract representation via environmental graphics. The graphics were hand-painted by artists who have worked on designing billboards for many years. Furniture like workstations and shelving systems were also designed as part of a holistic branding exercise.


Kathiwada, Madhya Pradesh Retail

STACK is a concept we proposed a few years ago for a community space, placed within the lawns of the Kathiwada Palace.

The studio has been interested in repurposing shipping containers towards retail and experiential formats. Having explored independent living spaces, a leisure development was imagined for a real estate developer. The combination of 20.0′ and 40.0′ high cube shipping containers were stacked and organised to create retail, restaurant and pop up spaces. Having 2 levels, the upper deck included independent restaurants with sit outs on the deck. The mirco architecture provides interesting scale through the orientation of containers.