PATAKHA
Student Project
2023
Identity
Logo
Packaging
PATAKHA is a high-end, disruptive streetwear brand that weaves the compelling narrative of modern India into it’s clothing.
PATAKHA translates to “firecracker”. It represents a fiery passion and an unapologetic attitude. This high-end Indian streetwear brand aims to disrupts the scene with designs that make a visual impact, capturing everyone's attention. With "PATAKHA, you don't just wear fashion; you wear a revolution, and your style sets the world on fire.
NOTE: Patterns and Images are AI Generated
Featured in the “Début 24” exhibition by the SVA BFA Advertising and BFA Design departments.
PRIMARY LOGO
SECONDARY LOGO
THE PROCESS
The brief of this project was to design a product that told a story and brand it. I chose to combine my love of Formula 1, my home city of Mumbai and my ever growing collection of statement jackets as my inspiration points.
I decided to use the Mumbai Taxi as the main jumping off point. I wanted to try and design a jacket that would encapsulate the Mumbai taxi and the vibe that it brings.
For that I analysed the taxi in terms of function and design.
JACKET ROUND 1
A nuance of this project is the use of AI Generated Imagery and Patterns. I used Midjourney to generate these images. I was fascinated with the idea of art directing through GenAI.