IDENTITY DESIGN
TANTAR MANTAR
PROJECT OVERVIEW
Purpose: Identity Exploration | Duration: 4 Weeks (2024) | Software: Photoshop, Illustrator
When you step into the world of Tantar Mantar, you enter a realm where design and consciousness intertwine, where visuals, language, and form are used to capture the feeling of being slightly off-center, yet completely aware.
Created as a hypothetical craft beer brand, Tantar Mantar was built on the idea of translating the experience of an elevated state of mind into a tangible identity. Every element from the logo and mascot to the packaging and tone embodies that sense of playful distortion and expanded perception.
This Brand Identity Guide sets out what we stand for, what drives our design choices, and how our world comes together as one cohesive experience. So help yourself, explore freely, and dive into the world of TANTAR MANTAR a place where design bends reality just enough to make you look twice.
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PROCESS
The process began by defining the foundation of the brand, a craft beer that felt enchanting, mesmerizing, and psychedelic. We wanted a name that captured this character while staying rooted in local culture, which led to Tantar Mantar, a playful, mysterious, and instantly memorable.
Once the name was established, the focus shifted to developing its visual identity. The exploration started with mapping out ideas, concepts, and words through associations and relationships, finding connections that reflected the brand’s tone and spirit.
From there, I sketched multiple logo ideas, testing how each could express the same sense of intrigue and rhythm the name carried. Nothing felt quite right until the idea of the enchanting kiss emerged, a moment that tied together the brand’s themes of allure, chaos, and imagination. That became the foundation from which the final identity evolved.
VISUAL ITERATIONS
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MOOD BOARD EXPLORATIONS
Once the core identity was set, four indigenous flavors inspired by Indian culture were set. To shape their look and feel, we created mood boards, explored mascot ideas, and gathered logo inspirations that captured the brand’s enchanting and psychedelic tone.
BRAND IDENTITY
We finalized four logo iterations, each tailored to the four distinct flavors of the craft beer. These versions maintained a consistent core identity while reflecting the unique character of each variant. We then developed comprehensive brand guidelines to ensure that the enchanting, mesmerizing, and psychedelic essence of Tantar Mantar stayed consistent across all visual and verbal expressions. The link for which is in the image below.
BRAND GUIELINES
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FINAL RENDERS
The project concluded with the development of the final label and packaging designs, where all elements, from logo iterations to color palettes and typography, came together cohesively.
Each label was designed to reflect the unique flavor’s personality while staying true to the brand’s enchanting and psychedelic identity. The process ended with final 3D renders, showcasing how the designs would appear in real-world contexts.
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