Folio · Vol. I
Jaipur · 26.91° N, 75.79° E
I make identities, packaging and campaigns for brands with grandmothers’ recipes and great-grandfathers’ signboards. I borrow the gold borders and lotus palettes of Kishangarh painting, minus the 250-year turnaround.
Take a look
Practice
Six years art-directing at agencies in Mumbai and Delhi taught me plenty. In 2018 I came home to Jaipur to do it my way.
Focus
Sweet shops, hotels, jewellers and record labels: brands old enough to have stories, and brave enough to want new ones.
Lovely people I’ve made things with, 2018 — 2026
॥ चित्रशाला ॥
Selected work, 2022 — 2026
A few favourites, pinned to the wall
TANPURA
Identity · Album art direction
2025
Tanpura Records
A classical-music label wanted to feel collectible, not dusty. We built a type-led identity around the tanpura's long neck and a palette lifted from eighteenth-century court portraits.
Role
Art direction, identity, twelve album covers
See how it came together
Gundalao
Brand system · Wayfinding
2024
Gundalao Hotels
A lakeside heritage hotel reopened after a long restoration. The system borrows the barge's canopy arches for signage, keycards, menus and a custom numeral set.
Role
Brand strategy, identity, signage, print
See how it came together
फुलझड़ी
Festive packaging · Diwali
2023
Phuljhadi Sweets
A Diwali gift range for a ninety-year-old mithai shop: twelve boxes that open like palace doors, foiled in gold and lit by painted fireworks.
Role
Packaging design, illustration direction, press checks
See how it came together
Bani & Co.
Identity · Campaign
2026
Bani & Co. Jewellers
A third-generation jeweller's first campaign. We cast their pieces into miniature-style portraits and let the famous Bani Thani profile become the monogram.
Role
Identity, campaign art direction, lookbook
See how it came together
See all the work
Interlude · Lake Gundalao, c. 1750
Go on, run your cursor across the water
Capabilities · सेवाएँ
What I make (and make well)
Every project is quoted after a first conversation, once I know what it needs. Ask and I’ll tell you, no awkward dance.
Brand Identity
Strategy, naming support, logo, type and colour, plus guidelines your team will actually open.
Logo & lettering
Colour & type systems
Brand guidelines
Packaging
Boxes, labels and festive editions that open like palace doors. People keep them long after the sweets are gone.
Structure & dielines
Foil & emboss specs
Press checks
Art Direction
Campaigns, shoots and illustrated key visuals, from the first messy moodboard to the final frame.
Campaign concepts
Shoot direction
Commissioned illustration
Editorial & Digital
Books, magazines and websites, made with the patience of a manuscript (and much better load times).
Book & magazine design
Websites
Social systems
How we’ll work together
Four stages, borrowed shamelessly from the court painters
१
Rekha · Research
Weeks 1 — 2
I dig through archives, markets and your family’s old shoeboxes, then turn it all into a loose drawing of how the brand should feel.
२
Rang · Direction
Weeks 3 — 4
Two or three routes in colour, type and image, shown as painted boards. No sixty-slide decks, promise.
३
Rachna · System
Weeks 5 — 9
We pick a route together and I build it out everywhere, from the business card to the shop sign.
४
Pardakht · Finish
Weeks 10 — 12
Guidelines, production files and press checks. Yes, I’ll be at the printer at 7am, fussing over the last gold rule.
Ruhani gave a ninety-year-old sweet shop a look our grandparents recognise and our customers’ children photograph.
Phuljhadi Sweets
Founder
She showed us pencil sketches before a single slide, and we knew exactly where it was going. Twelve covers later, we still can’t pick a favourite.
Tanpura Records
Head of A&R
Guests photograph the room numbers. In eighty years of running this hotel, that had never happened before.
Gundalao Hotels
General Manager
