Rejoice

Publication | Branding | Typography | Illustration

Programs: Procreate, Adobe InDesign, Illustrator, and Photoshop

Institution: Tyler School of Art and Architecture, Temple University

Art Direction: Soonduk Krebs, Spring 2022

For my thesis project, I focused on the most popular Indian festivals out of the many celebrated throughout the diverse and culturally rich country. I created a book that would allow me to tap into my own background, the rich history, and traditions of each celebration. Individuals will get the opportunity to familiarize themselves with a new culture and appreciate the basis of the traditions. I focused on five festivals: Holi, Raksha Bandhan, Uttarayan, Ganesh Chaturthi, and Diwali.

In India, there are no boundaries when it comes to celebrating life. Individuals from all religions and walks of life come together to rejoice as they place a high value on harmony and unity with others. My goal was to show off this vibrancy and build out a brand from this very idea. Rejoice is special and near to my heart as an Indian-American and my hope is for others to take one positive cultural value and apply it to their own life.

Brainstorming

I explored different brand names, logos, and along the way was inspired by rich type, symbolism, and illustrations for the concept of Indian celebrations.

Brand Elements

Book Element

I created a book with five different sections, each about one of the chosen festivals: Holi, Raksha Bandhan, Uttarayan, Ganesh Chaturthi, and Diwali.

Holi is known as the festival of colors
Raksha Bandhan celebrates the bond between a brother and sister
Uttarayan marks the transition to Spring time and harvest
Ganesh Chaturthi is the birthday of Lord Ganesh
Diwali celebrates the victory of light over darkness

Packaging

I created six different flavored sparkling sodas and a box which would hold sweets or in India, known as the matai. Festivals in India are incomplete without indulging in sweets, drinks, and yummy food. Popular desserts include laddoo, a round gram flour based sweet and khaju katli, a diamond shaped cashew nut based sweet.

Six Rejoice sparkling sodas in the flavors: Green mango, Alphonso mango, Guava, Pomegranate, Lychee, and Mixed fruit

Rejoice Blue Sweet Packaging with Laddoo and Kaju Katli

Promotional Posters

I created a set of five posters to promote each festival in their respective locations of India. The main focus of each poster is on the bold visuals with the photographs housed inside of my main logo. In addition, the date, time of day, and relevant information accompanies the main visual.