Karigar & Co.: A System for India's Artisans

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A research-driven brand system for India's artisan economy, designed around accessibility rather than screens. I built "कारीगर & Co." using a Devanagari display typeface for script-level familiarity, Averia Serif Libre for a blockprint-textured body copy (nodding at the artisans), and a red/green/mustard palette drawn from local Indian poster and packaging conventions, creating a familiar and approachable visual system. The system extends across low-barrier, largely offline touchpoints — matchbox packaging, informational posters (across different local languages), a subscription box (meant to connect artisans to their audience), and pop-up info tents — designed for varying literacy, digital access, and trust.

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Problem solved: Existing artisan-support systems default to digital-first outreach, excluding the audience with the least digital access. This system prioritizes offline, visual, and oral entry points instead.

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Role: Research, brand identity design, typography, campaign and packaging design, art direction — sole designer.