Brand Design & 360 Campaign
2026
6 Weeks
A rebrand that feels more young. This project replaces the cold corporate vibe of Paytm with a look that is warm, simple, and easy to trust.
THE PROJECT Takht is the first sneaker that was designed from the inside out for India. Not the graphics, not the colourway it's the actual structural mould around which the shoe is built.
THE PROJECT Takht is the first sneaker that was designed from the inside out for India. Not the graphics, not the colourway it's the actual structural mould around which the shoe is built.
GUIDE
Vivek Verma, ECD, Ogilvy Mumbai
Samima Patel, AD, Ogilvy Mumbai
GUIDE
Vivek Verma, ECD, Ogilvy Mumbai
Samima Patel, AD, Ogilvy Mumbai
ROLE
Brand Strategy
Brand Positioning
Brand Identity Design
Art Direction
Packaging
360 Advertising
Campaign
ROLE
Brand Strategy
Brand Positioning
Brand Identity Design
Art Direction
Packaging
360 Advertising
Campaign
*This project is created solely for task purposes. It is not affiliated with or endorsed by any live commercial project.
WHY Indians wear sneakers that were never built for them. Most premium footwear sold in India is designed elsewhere, manufactured on foreign lasts, and imported at a 35% duty, a tax paid for a shoe that still doesn't fit. Meanwhile, India's craft economy is shrinking by roughly 10% of its artisan base every year.
WHY Indians wear sneakers that were never built for them. Most premium footwear sold in India is designed elsewhere, manufactured on foreign lasts, and imported at a 35% duty, a tax paid for a shoe that still doesn't fit. Meanwhile, India's craft economy is shrinking by roughly 10% of its artisan base every year.
VISION A world where the most coveted sneaker drop on the block was made by hands in India, for feet in India and everyone knows it.
VISION A world where the most coveted sneaker drop on the block was made by hands in India, for feet in India and everyone knows it.
MISSION Every Takht pair directly funds the continuation of a living craft tradition. The artisan is not a supplier in the background, they are positioned as the spine of the brand.
MISSION Every Takht pair directly funds the continuation of a living craft tradition. The artisan is not a supplier in the background, they are positioned as the spine of the brand.
BRAND STRATERGY Takht's actual position is the only brand combining three things simultaneously: anatomically Indian last, GI-certified origin craft, and a named-artisan transparency model.
BRAND STRATERGY Takht's actual position is the only brand combining three things simultaneously: anatomically Indian last, GI-certified origin craft, and a named-artisan transparency model.
IDENTITY The wordmark I built is in bold Hindi typography around तख्त (throne), a symbol of authority and the icon is a simplified leaf-in-motion mark, representing forward movement that stays rooted at the base.
IDENTITY The wordmark I built is in bold Hindi typography around तख्त (throne), a symbol of authority and the icon is a simplified leaf-in-motion mark, representing forward movement that stays rooted at the base.
Colour Palette
TONE OF VOICE The voice I crafted is direct. Saying the thing without four adjectives wrapped around it.
TONE OF VOICE The voice I crafted is direct. Saying the thing without four adjectives wrapped around it.
IMAGERY
IMAGERY
PACKAGING I wanted to reflect the true form and value of the textiles and the details about the makers, hence I developed the packaging to have the most important insert which is about the maker written by them.
PACKAGING I wanted to reflect the true form and value of the textiles and the details about the makers, hence I developed the packaging to have the most important insert which is about the maker written by them.
WEBSITE - POINT OF SALE The neutral web design was intentionally chosen to bring out the direct message of the makers and to bring out the true colors and textures of the textiles.
WEBSITE - POINT OF SALE The neutral web design was intentionally chosen to bring out the direct message of the makers and to bring out the true colors and textures of the textiles.
LAUNCH CAMPAIGN rooted with..., a campaign which explores what the brand is about, where it comes from and what it is bringing to the table.
LAUNCH CAMPAIGN rooted with..., a campaign which explores what the brand is about, where it comes from and what it is bringing to the table.
PHASE 1 - THE HINT
PHASE 1 - THE HINT
PHASE 2 - THE PROCESS
PHASE 2 - THE PROCESS
PHASE 3 - THE GLIMPSE
PHASE 3 - THE GLIMPSE
PHASE 4 - KEY VISUALS
PHASE 4 - KEY VISUALS
PROMOTION CONTENT A creator from a metro spends two days in an artisan's village, learns the craft, struggles through it, and is guided by the artisan. The result is honest, human, and unscripted
PROMOTION CONTENT A creator from a metro spends two days in an artisan's village, learns the craft, struggles through it, and is guided by the artisan. The result is honest, human, and unscripted
© 2026