With Gigai, we aimed to make an offbeat and contemporary identity that is provocative and edgy. Our approach to branding made it a one-of-its-kind narrative that offers a modern and minimal vibe. Rooted in surrealistic themes and alternative solutions to design, we used fantasy as a driver and iconoraphs such as the paisley pattern for the ‘g’ in Gigai — creating an illusive arc that is a fresh take on a contemporary Indian art form.