Jhaveri Contemporary – Mumbai Gallery Identity

The brief was to create a brand that encapsulates young modern India, and nuances of the midcentury/post-independence design aesthetics. As a small sized contemporary gallery in Mumbai, the client wanted the gallery's identity to appear confident, smart, simple and to capture nuances from the gallery's interiors. The wordmark is influenced by and exudes the gallery’s unique interiors. The typeface designed by Karel Martens and Jungmyung Lee has the distinctive motif of unusual high-waisted capitals, with touches of wabi sabi adding a sense of timelessness. The unique spacing between the two words allows for a pause, and makes artists the centre of the gallery's mission. The space also allows flexibility to adapt to different formats and layouts. Colours are inspired by the gallery - blue echoes the galleries rafters, red is of the red-oxide floors, and earth tones reflect the raw walls and reclaimed teak windows. A year-long project covering Brand Identity, Website, Viewing room, Printed matter, Guidelines and Digital templates.