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Jagg Hastakala: Preserving Indian Heritage through Handicrafts


This case study explores the process of designing a logo and developing a brand identity for Jagg Hastakala, an Indian handicraft brand specializing in upcycled products. We will delve into the creative journey, strategic decisions, and cultural inspiration that shaped the brand's visual identity and successfully communicated its values to the target audience.

Understanding the Brand:

Jagg Hastakala, driven by a strong commitment to sustainability, focuses on giving platform to the small scale artisans  beautiful handicrafts. The brand's mission is to promote eco-consciousness and provide sustainable livelihoods for local artisans. The challenge was to design a logo and brand identity that captured the essence of Jagg Hastakala values and communicated them effectively to the audience.

Cultural Inspiration

The logo and brand design drew inspiration from Indian culture, with a specific emphasis on indigenous art forms and craftsmanship. Elements like traditional patterns, motifs, and vibrant colors were incorporated to reflect the rich heritage of Indian handicrafts. The logo aimed to evoke a sense of authenticity, craftsmanship, and environmental consciousness associated with the brand.


The logo for Jagg Hastakala featured a stylized representation of a spinning wheel, a symbol deeply rooted in Indian history and associated with Mahatma Gandhi's Khadi movement. The spinning wheel symbolized self-sufficiency, sustainability, and a return to traditional values. It was designed to be elegant, yet simple, with clean lines and balanced proportions.

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Brand Colors and Typography

The color palette for Jagg Hastakala was carefully chosen to reflect the brand's values. Earthy tones, inspired by nature, represented sustainability, while vibrant hues reflected the creativity and energy of the artisans. Additionally, the typography selected for the brand's name was a fusion of traditional and contemporary fonts, creating a balance between heritage and modernity.

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The logo and brand design for Jagg Hastakala successfully captured the brand's essence, evoking its commitment to sustainability, craftsmanship, and Indian heritage. By incorporating cultural inspiration, designing a memorable logo, and applying consistent branding across various platforms, the brand established a strong visual identity that resonated with its audience. The result was a compelling brand that effectively communicated its values and distinguished itself in the Indian handicraft industry.

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