ASDS - Suppliers of Ideas & Impulses

Moonshine Meadery

Identity  , Nomenclature  , Packaging
Ronin Wines, Pune FMCG

Branding and packaging for an alcohol brand. 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 multiple communication 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, wholesome and playful.

The Formist Group

Identity  , Nomenclature
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  , Identity  , Nomenclature
The Formist Group, Bengaluru Real-Estate

Branding and collateral 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, both on print and digital.

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.


Brand Strategy  , Communication  , 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.


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.

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. 


Brand Strategy  , Identity  , Nomenclature
Tonic, South Africa Corporate Brand

Kensta is a multi-sector company based in Nairobi. The objective of the exercise was to establish a new umbrella brand that would encompass all the present and future businesses. The brand had to resemble the ethos and culture of the company and be positioned as forward thinking, cutting edge and driven. The name ‘Tonic’ suggests the feeling of well-being and vigor. Tonic, by nature of its branding, occupies a positioning that can lend itself to new opportunities and the present businesses.

The visual identity explores the concept of a core and an outer circle. The core represents the organization formed by individuals and values. It remains stable and uncompromised through changing times. The outer circle represents the environment, which is constantly changing and also symbolizes the world. The responsiveness of the organization to the changing worldview is captured in an adaptive graphic element.

Nayi Subah Campaign

Campaign  , Communication  , Identity  , Nomenclature
SD Corp, Mumbai Real Estate

A prominent real-estate developer in Mumbai completed work on the largest re-development project in history where over 10,000 people were relocated to new homes at no cost. To celebrate this milestone, we worked with the developer to design a campaign strategy and communication collateral to announce this achievement. Considering the gracious nature of the project, we used an approach that returns gratitude to all the people who helped make this possible for the developer by patiently  . The name “Nayi Subah” means “A New Morning” which symbolises a fresh start.


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.


Campaign  , Communication  , Identity  , Nomenclature
Goyal & Co, Ahmedabad Real Estate

Sky City is a 104 acre residential development in the city of Ahmedabad. We named the project Sky City, where one discovers ‘lighter living’. The visual identity was conceptualised to express the expanse of land in the form of isometric rhombuses. The symbol thus has an architectural reference. The wire frame line form is suggestive of lightness, referring to the theme of the project. The visual treatment of the line form also gives the symbol a sense of continuity and the elegance of an emblem.


Communication  , Identity  , Nomenclature  , Signage
Ahmedabad, India Land Development

A brand identity and collateral that we designed for a plotted development in Ahmedabad. The concept was derived from the name of the project which means ‘whole’ or ‘complete’. The symbol uses various elements of the word ‘Samast’ when represented in Devnagari script and the typography, while avant-garde and modern, is yet rooted in Indian culture. As the project offerings were positioned as ‘getaway’ homes or farmhouse properties, the visual language used a colour palette that’s representative of outdoor elements like the earth, water and air. Illustrations of birds featured prominently in the brochure as the project is also home to various migratory birds through the year.

Kathiwada City House

Communication  , Identity  , Nomenclature
Mumbai, India Hospitality

Branding for a wellness club and boutique homestay. Initiated by Sangita Devi Kathiwada, the founder of Melange, the club is set in a refurbished section of her art deco bungalow in Mumbai. The identity is repurposed in a similar way, where a design language has been newly constructed while retaining elements from the original emblem of the Royal Kathiwada family. Tone of voice and graphic standards were defined and print and digital collateral were designed to assist in communication and creating atmosphere within the space.