The India Story

Client

The India Story

Industry

Art & Culture

Year

2026

The India Story is where Indian design comes home. One city. One exhibition. It is Kolkata's flagship platform for fashion, jewellery, home decor and craft — celebrating the richness and evolution of a creative culture that is entirely, unmistakably Indian.

Event Branding

Honouring a decade of grandeur, artistry and excellence, the theme for The India Story 10 was inspired by the ten cardinal directions.That year, we didn't just observe directions — we created them.

To bring this vision to life, we introduced interactive space graphics and immersive visual storytelling – inviting every visitor not just to move through the exhibition but to find their own direction within it.

The edition unfolded across ten categories, ten spaces, ten installations and an opening on the 10th of December. Each section mapped the essence of what The India Story has come to stand for. The core typography of the numeral "10" was restructured with a custom letter set: its curves and construction drawing from the idea of ‘io/10’ of the word ‘direction’ itself. The notch cutting into the letterforms took inspiration from arrows — the idea of direction and movement running through the whole identity.

Illustrations

Quirky, spirited and unmistakably alive, the illustration set followed the same language as the identity itself: the grid and the arrow. Arrows appeared not as literal signage but woven into the illustrations themselves – pointing, gesturing and guiding. It created a visual thread tying the theme of direction across every section.

Space Graphics

For the 10th edition, we didn't just design a space — we built a world that felt, moved and breathed like The India Story itself.

The journey began at drop-off, where a listing artwork set the tone before visitors even stepped inside. The edition's logo glowed on a 3D sign board, announcing the occasion.

Every fascia was unmissable. Sectional fascias came alive with illustrations tuned to each zone's personality, while brand fascias took an architectural turn. It had cuts, shaped like arrows: the cuts moved, angled and shifted across the fascias dynamically, carrying along the theme of direction.

Navigational signage became a part of the storytelling, echoing the theme. Tall sitemaps marked the ten sections with bold numerals, brand listings and sectional artworks, while the arrow-shaped cuts were carried across all signage. At the event, finding your way felt less like logistics and more like part of the experience.

Art and installations were threaded through the space using a single, elegant cue – a red star. Totems placed across the venue carried descriptions of each work, topped with a red star cut-out, turning discovery into a fun activity.

Print Collaterals

The project explored a mix of printing techniques, including screen printing, blind UV, foiling, offset and digital printing, while separate elements such as the envelopes featured arrow die-cut detailing. A holographic print, inspired by Amit Aggarwal's garments, added a shimmering, dimensional quality to the invite. As a studio deeply rooted in print experimentation, we believe that nothing can replace the tactile beauty, emotion and timelessness of print.

OOH & Media Campaigns

The campaign extended across print, outdoor and digital, carrying the same arrows, grids and bold numerals that defined the identity, so the theme of direction remained consistent across all communication routes. Billboards stayed clear and singular in message, using the bold yellow of The India Story branding to create recall – enough to stop you and enough for it to register. Print carried the same visual discipline, so the brand felt familiar whether on a hoarding or in a newspaper.