Brand identity, web design, photography
Karuna started as a small shop in Vrindavan, selling notebooks inspired by the region. They wished to rebrand themselves as a premium stationery destination in India, selling a range of paper products.
The logo, evolved from the letter K, depicts a notebook without edges, representing the infinite expanse of ideas and imagination.
The challenge was to create an identity which aligned with Karuna's existing as well as future products, creating a bridge between the traditional and the contemporary. The visual language uses elements of Karuna's notebooks to create a narrative which transports people into a whimsical world, where the rules of physics are disobeyed with unbound imagination.