ASDS - Suppliers of Ideas & Impulses

W Hotels, Goa

Environmental Design  , Industrial Design  , Signage
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. After multiple prototypes and experiments with various materials, it was eventually manufactured using high grade stainless steel and the surface comprised of multiple metal flaps that move inwards and outwards with the wind. This gives the totem a shimmering effect. 

Systems +

Communication  , Environmental Design  , Identity
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.

Shapoorji Pallonji Real Estate

Brand Strategy  , Campaign  , Communication  , Environmental Design  , Identity
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. ‘Constantly Committed’ became a corporate tagline that was a crystallisation of the ethos and brand philosophy. It was used dynamically in campaigns, merchandise and environmental graphics and remains a driving mantra in the organisation. Subsequently, a design language was derived from the brand archetype and guidelines for various categories were defined and collated in a comprehensive brand manual. 

The Board of Control for Cricket in India

Brand Strategy  , Communication  , Environmental Design  , Identity  , Nomenclature
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.

Booyah

Environmental Design  , Identity  , Nomenclature  , Packaging  , Space
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

Communication  , Environmental Design  , Identity  , Nomenclature
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

Environmental Design  , Identity  , Industrial Design  , Space
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. 

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

Communication  , Environmental Design  , Industrial Design  , Nomenclature  , Signage  , 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  , Industrial Design  , Space
TNGL, Toranagallu Transportation

Jindal Steel Works (JSW) has it’s primary production unit in Vidyanagar. They produce all their steel within this large factory plant and also have a community living within a township developed by them. 

Torangellu Railway Station is the closest station to get to the JSW Plant. JSW approached us to make a proposal of redesigning the railway station. Since JSW produces coloured corruaged sheets for outdoor roofing and structure applicatons-we proposed a concept where the functions of the station-station master cabin, cargo room, resting room, retail and a few others were proposed as factory produced modules made by JSW.

These will be delivered in component form and assembled on the platform. The design intent was to produce these as a kit, which would give the railway authority a guideline of being able to replicate this design in other locations and at the same time it becomes a good context to establish JSW. 

Paris Café

Environmental Design  , Identity  , Industrial Design  , Space
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

Environmental Design  , Space
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.

TATA Cliq

Environmental Design  , Industrial 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.

Aerospace

Environmental Design  , Nomenclature  , Signage  , Space
Aerospace, Mumbai Hospitality

Aerospace is a food court located on a high podium level of a corporate tower in Mumbai.

The intent was to design the space as an area which facilitates the exchange of ideas and meaningful interactions in an otherwise static environment. It serves up information related to global affairs, business, news, art, design, food, travel, and culture whilst enjoying the short breaks of dining. We used QR-codes as a graphic form used within the space as well as a digital channel to transport users to interesting websites by simply scanning the table tops.

Via South

Environmental Design  , Identity  , Nomenclature  , Space
Via South, Chennai Hospitality

Via South diner is the first branded food court in the city of Chennai. ASDS conceptualized the space keeping in mind the context, location and the audience they were catering to. On the outset, it was important that the brand have character and a visual look that was totally unique. The identity is derived from the excessive southern styled living and the tagline pays homage to a famous song from this region. The visual language uses a pixelated form of  the traditional Kolam pattern to give the environment a little flair.