Role
Designer : Graduation project Intern
Designer : Graduation
project Intern
Duration
6 Months
6 Months
Tools
Photoshop, Illustrator,
After Effects, Procreate
Photoshop, Illustrator,
After Effects, Procreate
Team
Krea Design Team
Krea Design Team
Krea World Design
Delhi - Gurgaon
April 2021 - October 2021
Based in the Delhi-Gurugram region, Krea is a luxury furniture and home decor brand born from the vision of Takshaka. Founded by NID Ahmedabad alumni Mr. Arvind and Mrs. Suman Panwar, the brand draws on 25 years of global expertise in design, manufacturing, and execution for international hospitality brands and exclusive residential spaces. Rooted in an "India Modern" aesthetic, Krea offers meticulously crafted, made-in-India products for discerning consumers. Driven by the belief that well-designed spaces elevate the human experience, Krea is committed to making exceptional design accessible through superior craftsmanship, premium materials, innovative finishes, and seamless after-sales support.
Based in the Delhi-Gurugram region, Krea is a luxury furniture and home decor brand born from the vision of Takshaka. Founded by NID Ahmedabad alumni Mr. Arvind and Mrs. Suman Panwar, the brand draws on 25 years of global expertise in design, manufacturing, and execution for international hospitality brands and exclusive residential spaces. Rooted in an "India Modern" aesthetic, Krea offers meticulously crafted, made-in-India products for discerning consumers. Driven by the belief that well-designed spaces elevate the human experience, Krea is committed to making exceptional design accessible through superior craftsmanship, premium materials, innovative finishes, and seamless after-sales support.
Expanding the Project Scope
Expanding the Project Scope
What began as a fragmented set of deliverables quickly evolved into an end-to-end rebranding initiative. As an industrial design studio without an in-house visual communication designer, the company presented a unique opportunity to build their visual identity from the ground up, eliminating their need to outsource. Transitioning from my foundational studies at the National Institute of Design to an independent professional role, I took full ownership of this massive undertaking to prove my capabilities and scale the brand's visual language.
Establishing the Strategic Direction
Establishing the Strategic Direction
Stepping into complex system design required deep research to build a scalable foundation. To determine the best path forward, I evaluated three core methodologies:
Adopting an existing design system outright.
Adapting a current framework to fit our specific operational needs.
Creating a proprietary, custom design system completely from scratch.
Stepping into complex system design required deep research to build a scalable foundation. To determine the best path forward, I evaluated three core methodologies:
Adopting an existing design system outright.
Adapting a current framework to fit our specific operational needs.
Creating a proprietary, custom design system completely from scratch.
The Anatomy of the System
The Anatomy of the System
At its core, a design system is a comprehensive collection of rules, constraints, and principles materialized through design and code. Whether applied to a simple UI button or a complex single-page application, these foundational properties work in unison to establish coherence, systemic order, and trust across all brand touchpoints.
Core Value and Scalability
Core Value and Scalability
A well-executed design system is not a single deliverable, but a living ecosystem of assets that constantly evolves alongside the product, tools, and emerging technologies. Implementing this architecture provided several key business benefits:
Rapid Scalability: Replicates design and development work quickly and efficiently.
Resource Optimisation: Frees up design resources to tackle larger, more complex user problems.
Cross-Functional Alignment: Establishes a unified communication language across different teams.
Brand Integrity: Ensures strict visual consistency across all products, channels, and departments.
Seamless Onboarding: Acts as an essential educational reference guide for junior designers and content contributors.
A well-executed design system is not a single deliverable, but a living ecosystem of assets that constantly evolves alongside the product, tools, and emerging technologies. Implementing this architecture provided several key business benefits:
Rapid Scalability: Replicates design and development work quickly and efficiently.
Resource Optimisation: Frees up design resources to tackle larger, more complex user problems.
Cross-Functional Alignment: Establishes a unified communication language across different teams.
Brand Integrity: Ensures strict visual consistency across all products, channels, and departments.
Seamless Onboarding: Acts as an essential educational reference guide for junior designers and content contributors.
Brand Nomenclature
Brand Nomenclature
The Kria Naming System
The Kria Naming System
To reflect the brand's "India Modern" philosophy, the naming architecture for Kria’s furniture and product lines utilizes a hybrid approach. By seamlessly blending Hindi and English terminology, the system bridges traditional Indian heritage with contemporary Western design sensibilities.
To reflect the brand's "India Modern" philosophy, the naming architecture for Kria’s furniture and product lines utilizes a hybrid approach. By seamlessly blending Hindi and English terminology, the system bridges traditional Indian heritage with contemporary Western design sensibilities.
The nomenclature is divided into three distinct, strategic pillars:
The nomenclature is divided into three distinct, strategic pillars:
Geographic & Cultural Roots Titles inspired by a product's place of origin, local materials, or regional cultural significance.
Examples: Varanasi Table, Mulk Mogra Table
Geographic & Cultural Roots Titles inspired by a product's place of origin, local materials, or regional cultural significance.
Examples: Varanasi Table, Mulk Mogra Table
Emotional & Metaphorical Resonance Names derived from traditional meanings, emotional connections, or poetic metaphors that evoke the specific feeling or purpose of the piece.
Examples: Tana Bana Chair, Aaghosh Bed, Nirvana Cabinet
Emotional & Metaphorical Resonance Names derived from traditional meanings, emotional connections, or poetic metaphors that evoke the specific feeling or purpose of the piece.
Examples: Tana Bana Chair, Aaghosh Bed, Nirvana Cabinet
Visual & Form-Based Characteristics Functional names rooted in the physical attributes, structural shape, visual lines, or the overarching design series of the product.
Examples: Lakeer Side Table, Angular Study Table
Visual & Form-Based Characteristics Functional names rooted in the physical attributes, structural shape, visual lines, or the overarching design series of the product.
Examples: Lakeer Side Table, Angular Study Table
Logo Identity
Logo Identity
Visual System
Visual System
Brand Catalog Design
Brand Catalog Design
Brand Collaterals Design
Brand Collaterals Design
Illustrated Goodies
Illustrated Goodies
Packaging Design
Packaging Design
Promotional Design
Promotional Design
Great details need a bigger canvas.
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