Maatimatu, Thesis Project

THESIS PROJECT 2019-20 MAATIMATU

Brand Identity STUDENT:

ANOUSHKA SOMANI

PROJECT:

Impact Edge

SPONSOR:

Self initiated

PROGRAM:

Undergraduate Professional Programme

AWARD:

Visual Communication and Strategic Branding

GUIDES:

Tulip Sinha, Dharun Rao, Jacob Mathew

Copyrights 2019-2020 Student Document Publication (for private circulation only) All Rights Reserved Final Thesis Project (Undergraduate Professional Programme) Srishti Institute of Art, Design and Technology Bangalore - 560064 Karnataka No part of this document will be reproduced or transmitted in any form or by any means, electronically or mechanically, including photocopying, scanning, photography and video recording without written permission from the publishers namely Anoushka Somani and Srishti Institute of Art, Design and Technology, Bangalore.

Written, edited and designed by Anoushka Somani Printed at Kolorkode, Bangalore

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INTELLECTUAL PROPERTY AND PLAGIARISM STATEMENT I, ANOUSHKA SOMANI, hereby declare that the content of this student documentation and final design/artwork submission is my own original work and has not been plagiarised in full or part from previously published/designed/manufactured material or does not even contain substantial propositions of content which have been accepted for an award of any other degree or diploma of any other educational institution, except where due acknowledgement is made in this thesis project. I also declare that the intellectual content of this Thesis Project is my own original work, except to the extent that assistance from others in the project’s design and conception or in style and presentation is acknowledged and that this thesis project (or part of it) will not be submitted as assessed work in any other academic course.

COPYRIGHT STATEMENT I, ANOUSHKA SOMANI, hereby grant Srishti Institute of Art, Design and Technology the right to archive and to make available my Thesis Project in whole or in part in the institute’s databank and website, and for non-commercial use in all forms of media, now and hereafter known, subject to the provisions of the Copyright Act.

Name:

ANOUSHKA SOMANI

Signature: Date:

24/07/2020 3

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Acknowledgment I would like to express my special thanks of gratitude to my faculty members, Tulip Sinha, Dharun Rao and Jacob Mathew for there guidance and feedback on every stage of the project. I would also like to thank other VCSB faculties Nupur Banerjee, Syed Gowhar, Akanksha Chhajer and Ravi Paritosh for there constant help during the project and otherwise. I’ll extend my thanks to all the people who we met during our research in Araku and Jolly from Industree foundation who helped through the process and which lead to the successful completion of the Project.

Vinati, Tanisha, Sejal, disha and Madhur for encouraging me throughout the process and being a part of this. All my group members for sharing their ideas, thoughts, love and support.

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Content PROJECT ABSTRACT

09 - 11

RESEARCH

13 - 55

CONCEPT GENERATION

57 - 91

CREATION

93 - 114

REFLECTION

117 - 125

REFERENCES

126 - 127

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Project Abstract Impact Edge

Impact Edge is an initiative started by the Industree Foundation and Srishti Institute of Art Design and Technology. Their aim is to holistically tackles the root causes of poverty by creating an ownership based, organized creative manufacturing ecosystem for micro-entrepreneurs.

Design can be used as a tool for social transformation to enhance livelihoods and put more money in the pockets of the poor.

NTFP, Andra Pradash

The scope of the project is to study the tribal population of Araku Valley, Andhra Pradesh, and to develop an economically sustainable plan-ofaction that can adds value to the product sales, which is also socially, environmentally and culturally relevant to the communities needs, wants and aspirations.

Industree Foundation Industree Foundation uses design as a tool to build sustainable livelihoods in the creative manufacturing sector.

This enhanced income aids them in getting access to health, education, clean water and sanitation, energy etc.

Industree is looking to collaborate with the tribes in Araku valley and make use of the abundant NTFP materials available in the region with the aim of increasing employment and providing year round income to the people.

The area of study for the project in Araku was find out about the scope of various materials and how can value be added to the materials with income directed towards the tribal.

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NTFP- Non- timber Forest Products Nearly 25 percent (one fourth) of India’s total land area is forest cover.

The latest ‘India State of Forest Report (ISFR 2019) released by the country’s environment minister Prakash Javadekar on December 30, 2019, revealed that the total forest and tree cover of the country is 807,276 square kilometers.

This also includes the land owned by tribal communities and forest dwellers which is 422,351 sq. km under tribal districts. They are dependent on the forests for fuel wood, fodder, small timber, nontimber forest produce to a great extent for both day-to-day lives and as a sources of income through NTFPs.

Non-timber forest products (NTFPs) are any product or service other than timber that are produced in forests. They include fruits and nuts, vegetables, medicinal plants, resins, essences, grasses and a range of barks and fibers.

The significance of the NTFPs in livelihood generation is being increasingly realized through better understanding of their value to the economy as well to the environment.

The emerging trend of market preference for natural products and the increasing emphasis on the efficient and sustainable use of natural resources have further helped gain this appreciation.

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Research - Understanding Context: Urban Scenario - Secondary Research - Understanding Research Methodologies - Research Phase I: Araku Valley - Insights Generation - Personal Position: Line of Enquiry - Research Phase II - Design Brief 13

Understanding Context: Urban Scenario Data collected and organized from in and around bengaluru makets related to NTFPs sold.

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Stages of value addition of NTFPs Primary processing (at FD level): Correct harvesting time and technique, preparation and packaging, extracting and or preserving, selling at appropriate time.

Secondary processing (at traders level): grading, drying, storing, packing, purifying, threshing and transportation.

Consumer industry (industry level): processing, adding essences, mixing, packing, and separating by-products, wrapping and branding.

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Our first point of contact

and source of information in Araku.

Valley started with the organization called AASSAV started by Uwe Gustafsson in 1980s, as a society to work for the general development of the literacy of Adivasi people in Araku Valley and Paderu region.

Visakhapatnam district: Land Report More then one third of land in Visakhapatnam is covered under forest. The forests are moist and dry deciduous type. The district is divided into 3 forest divisions and 19 ranges. The district is also rich in the mineral resources and is on a strategic location being by the sea in the east direction. Due to the presence of forest cover and a long chain

AASSAV was established as a society to work for the general development of the literacy of Adivasi people in Araku Valley and Paderu region.

“It is the goal of AASSAV to become self-managing by its Adivasi members, and to achieve self-reliance through its income generating projects. From this future secure foundation, AASSAV desires to be an efficient and effective NGO in the development process of the Adivasis.”

Headquartered at Humbriguda, it has an 8 acre campus with infrastructure and shops. Activities carried out by the organisation are coffee cultivation, black pepper, cardamom, beekeeping, printing press.

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of hills tourism is an important industry.

The city headquarter has a large number of big industries located in it. Thus there are conflicting interests between conservation of forests, tourism, mining, and other industries in the district.

Araku is located in the Eastern Ghats about 114 kilometres from Visakhapatnam, close to the Odisha state border.

It’s elevation of around 3000 feet above sea level provides the area with a pleasant weather throughout the year.

Araku Valley comes under as one of the mandals of Paderu Region.

Paderu is a village and a Mandal in Visakhapatnam district in the state of Andhra Pradesh in India.

The ITDAs were established by the government of Andhra Pradesh under the Tribal Welfare Department in the 1975.

The ITDA is working in an area known as the Agency Area.

Tribes of Araku

Secondary Research (Araku Valley Centric)

Current Scenario

Market Trends

According to the data, 2019 has seen a high

• Ready to Adopt

boom in the organic industry which seem

• Organic Inclined markets

to increase in next coming years one of the

• Rise in Disposable Income

reasons be digital literacy.

• More health and Environment

Why?

Conscious

• Conscious Consumerism

• Sustainability, a new wave

• Higher spending capacity • Plastic Ban, and govt. regulations

Overview of Araku

Even though there are some challenges faced by consumers who buy organic products by paying so much premium is that whether they can trust the product to be authentic or

Araku Valley in itself has multiple Scopes, be

not?

it Availability of raw materials, Basic Skills or

Currently even the Indian organic market is

sustainable practices .

retailer-driven and aggregator-powered and

The Communities have an opportunity to

there is a need to make it consumer-driven

explore the depths of forest and gain value

and Communities-powered.

from them.

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Research Methodologies

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PRA Activities:

Design Research Methods by Tulip

“what, when, where, which,

Useful for this context:

why and how�

Resource Mapping: Maps different aspects of resources like existence, access, control, existing, exploitation, conservation means, conflict zones Indigenous Skill Mapping Transect Mapping: Walking with villagers, asking questions, observing Village (infra, drainage, housing), Resource(soil, crop, vegetation), Cultural (a day in the life of) Social Map Mobility Map: Understanding the movement patterns of community, can be done via card sorting on map Participatory Census: Card Method Trend Analysis: Compares the trend between two different time periods. Helps understand the changes that took place between the two.

Seasonal calendar: Helps analyse seasonal variations in rural households, i.e. how season affects their lives and livelihood.

Daily Schedule: Looks into the daily activities of the individuals in a community or members of the family. Can also be used along with Seasonal Calendar.

Participatory Modelling: Asking the villagers to make a 3D model of the area using twigs, leaves, rocks Problem tree: Maps out main problem along with its causes and effects SWOT Analysis

LEARN Affinity diagrams- Relationships between people and objects, who has an affinity to what/who Flow analysis- information flow Character profiles- personas, archetypes Activity Analysis- who are the participants, what is happening LOOK A Day in the Life of- minute details are very important Fly on the wall + Shadowing Social Network mapping- Kind of social network a person shares with other entities Behaviour mapping- how a person physically moves in a space over a period of time Inventory Mapping- List of belongings important to a person ASK Card Sorting Experience drawing- participants draw the experience of something, and we derive insights from the drawings Narration- Participant narrates every single step of interaction Surveys, Questionnaire TRY Empathy exercise- for every single stakeholder

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Discovering Araku Valley and mapping the information after the site visit.

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Research Phase I: Araku Valley (Primery) Intent Industree is looking to collaborate with the tribes in Araku valley and make use of the abundant NTFP materials available in the region with the aim of increasing employment and providing year round income to the people.

We went there to study the area, find out about the scope of various materials and how can value be added to the materials with income directed towards the tribals.

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Seasonal Map of the NTPFs found in the area made with the help of locals.

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Primary Research: Material-Wise

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Value & Supply Chain 27

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Value & Supply Chain 29

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Value & Supply Chain

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(Case-Study) 33

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Value & Supply Chain

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Value & Supply Chain

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Hill Broom Introduction The broom grass (Thysanolaena maxima (Roxb.) O. Ktze) belongs to the family Poaceae. It is found on the slopes of hills, damp steep banks along ravines and on sandy banks of the rivers. It is distributed widely throughout the country up to an altitude of 2000 m. It grows in tussocks and on an average 4-5 tussocks are found in 10m2 area.

Physical Properties • When fresh it green, Soft and has water proof leaves.

• When dried the sticks become brown, and stronger.

Season • The peak growing season is around the monsoons (May to December) • Collected and dried between November to March in Araku.

Uses Broom-grass is a perennial, high value, nonperishable cash crop for wide range of agroclimatic conditions. It is a multipurpose species which provides brooms, fuel, fodder and has high soil conservation value. Major use of the plant is for making Household Brooms out of the dried stems. Apart from broom making the plant also plays an important role in other aspects also. Its fibrous roots system binds the soil and helps to reduce soil erosion in hilly slopes.

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Marking Nuts Marking nut/dhobi tree/varnish nut is a native of India. The nut got its name from Europe as the washer men used these nuts to mark the clothes as they are insoluble in water. These nuts are closely related to cashew and are also referred to as Black Cashew.

The black drupe which grows in the end is poisonous, if consumed it could lead to a severe allergic reaction. It is widely known that CNSL resin(which is present in the marking nuts) is added to synthetics by paint/varnish manufacturers.

Long Pepper (Pipli)

Forest Honey

The Long pepper also referred to as Pipli in India is a native flowering. Cultivated for its fruit which is dried and used as a spice and for seasoning. These vines are exclusively available in the Araku valley region and majorly exported to Calcutta, Bangalore and Mumbai on a weekly basis.

Long pepper has a taste similar to, but hotter than it. The peak season of the fruit is during January, February and March. These seeds are sold in the Shandy by the farmers who sell it to the middlemen and further sold to the merchants. The low quality of Peepli is sold for Rs.50/kg and the high quality is sold for Rs.500/kg.

Found in abundance in the forests of Araku valley, forest honey is readily available to the tribes. The extraction process is done by manually squeezing the honeycomb and the beeswax is discarded. The honey is then filtered through a strainer and purified by the double boiling method and stored in a plastic bottle.

They are not sold in the Shandy. The forest honey is most commonly used for personal use as there is a demand for box honey over forest honey. If sold, it would be priced at Rs.600-500g. The process of collecting the honey is unsafe, Life-threatening and if bitten by four or more bees one could die. GCC sells forest honey, but people don’t sell it to GCC as they don’t pay enough. Honey is widely used at home for consumption, for its medicinal properties, skincare etc.

Tamarind Tamarind is extensively found in villages in and around Araku Valley. Over a dozen trees were found in the Pedallabudu village. The bean-like tamarind fruit has a hard shell on the outside and fibrous pulp on the inside.

The edible pulp of the young fruit is green and sour. As it ripens, the juicy pulp becomes paste-like and more sweet-sour.

Harvesting Season: January - April The edible seeds of the fruit are also valuable resources as they can be eaten as well as used in the cosmetic and pharmaceutical industry because of the antibacterial properties.

Bees Wax Beeswax Contains Anti-inflammatory, Antibacterial and anti- viral Properties which has a great demand in the market. Its colour varies from nearly white to brownish, but most often a shade of yellow, depending on purity, the region, and the type of flowers gathered by the bees. Has a potential to bring in more income if sold in the market.

It is Often discarded by the tribes after extracting honey. It is not sold in the Shandy Market. In the urban market it is sold in Pooja stores,sold as Lip Balms and other skincare products. When beekeepers extract the honey, they cut off the wax caps from each honeycomb and use the wax that is left for other purposes.

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Box Honey The Honey Bee Box is usually made from cedar or pinewood. The cost of one box is five thousand. It’s called Putta thaene (Box Honey) locally. European Bees are the most common species that are used in bee keeping as they are friendly and produce more honey when compared to the local bees. The boxes are usually spread across a field, in rows. A box either has a double deck or a single deck.

Each box has three types of bees. One queen bee who has a Lifespan of 3 years, Hundreds of Male Drone bees that live upto 90 days and a few thousand of Worker Bees (Lifespan – 45 days). The worker bees travel upto 5-10kms to collect honey, Pollen and water.

There is a High demand during November, December and January due to tourism and it also happens to be the season of Niger flowers. Niger Flowers are the most preferred by the bees. The honey varies from taste and colour, which depends on the flowers. Niger seeds are planted two months prior to the peak season.

Each Bottle is sold for Rs.700 for 500g. They are sold in retail markets in Hyderabad, Bangalore, Vijayanagaram. Each bee box consists of six empty frames where the bees produce honey, once the frames are filled they are moved to a drum which has slots for the frames. They spin the drum and the honey gets collects at the bottom and the frames are then kept back in the box.

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Cost Addition to the NTFPs Found in the Local Markets of Araku Valley.

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Organizations working towards the development of tribal communities in Araku

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Problems For the project I’m looking at impacting and trying to solve a part of it.

Lack of connection with the urban

Don’t understand the value of

market, only knowledge they have

traditional sustainable practices

comes from the middle men.

they have.

Inconsistent Income generation,

Lack of facilities and skills for value

multiple sources of income Majority

addition to the final product such

based on Seasons.

as processing, packaging, branding, Marketing.

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Need Statement Need Statement

Need Statement

Need Statement

Motivation to continue working and

As a consumer there is a need to know

As a community producing they need an

understanding of self-reliance.

where their products come from and if their

Idea/name under which they can sell their

consumption helps into providing benefits to

products not for just consuming but also their

the producer sector or not.

identity attached with it.

skills (soft) before they set up businesses for

How Might We?

How Might We?

better functioning, even before hard skills are

Keeping in mind the current trend in the

A systematic Intervention and a brand

given so that there is a place and motivations

urban market and how people from all

through which such communities can sell

to work. A systematic and easy approach to

kinds of income classes are turning towards

their products and can also be appreciated for

give them an understanding of how they can

sustainable living and organic products. And

the efforts put into creating them.

be their own entrepreneur and there is less

with that there is a ready to adopt culture

dropout rates in the process. Also giving them

where people like to know where their

extra benefits which keeps them motivated

products value coming from, an intervention

towards their own goals in the system.

in place that can help them get in touch with

How Might We? People and the communities need some basic

the process, labor and hard work done for the products.

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Insights The tribal communities in the villages do

The people in villages prefer to buy ready-

Traders are not making pakka bills on NTFP

not have enough information about urban

made everyday use things from shandies.

materials when they buy from tribal farmers

markets. All the information about markets

One of the reasons for this is that they

because they want to surpass GST (5%) at

comes from middlemen, and this information

have aspirations that imitate the urban

state borders or other checkpoints. GST came

is only about the materials that can be

lifestyle. Another reason is also that there is

into effect on 1st July 2017 before that there

collected and sold. The middlemen influence

convenience. In contrast to this, many people

was VAT applicable on NTFP which ranged

trade in many ways.

in urban cities are looking to buy objects

from 0% to 14.5%.

• Things like sponge gourds were

that are organic, sustainable and hand-

growing in the wild in the villages, but

crafted.

they weren’t being collected and sold, whereas other NTFP materials were.

The tribals lose out on a lot of opportunities

• Since there are very few outlets for

& money because they don’t own an organic

tribals to sell their collected produce,

Traditional products made by the tribal

they have to sell to the middlemen and

communities are not seen as opportunities

adhere to their demands.

for earning a livelihood.

• The anapakaya spoons made and used in the tribal households are products which may fetch money in urban

There are a variety of skills that the

markets.

communities have been trained in. There is

• The denial reactions that the tribals had

also the availability of equipment that could

when we asked them why they weren’t

be coupled with other materials to add value

selling sponge or bottle gourds.

to the material.

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certification.

Personal Position: Line of Enquiry “I believe that the world needs more consumer driven sustainable options in the market, but there is a lack of reach of products to the urban sector and ways of providing by the producer sector in the process. I wish there was a way to create development opportunities for producing communities which also caters the needs of the sustainable market consumer.�

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Research Phase II: Sustainable & Organic Industry

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Market Research Insights and facts • Organic Industry has a chain of Co-dependence, Especially in the middle class market segment, which helps make is more reachable and accessible to the audience. Different brands are sold together at other organic brand stores as well.

• The has been a clear gap between Intentions and Actions in the eco -friendly stores, leading to use of plastic or synthetic mix with the natural materials.

• 60% of the consumers in the world are looking for sustainable production.

• There is rise of 6.8% in disposable income in India.

• There is a need for Consumer Oriented Value and Societal, Consumer wants and requirement with societies long-term goal.

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Case Studies Better Understanding of the Urban Market, customer segments and their needs, demand & supply.

The Green Path

The Green Path is a set of diverse Eco-initiatives in the state of

“Celebrate Life with Nature!�

in Malleshwaram, is India’s largest organic destination.

24 Mantra

24 Mantra organic food brand available across India and abroad in 1500+

Karnataka. Organic State, situated diagonally opposite Mantri Square

outlets. Under sustainable farming initiative, they have 45,000 farmers working in 30 plus projects over an area of 2,25,000 acres.

Varnam closely trains and employs male and women artisans of

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Varnam

Channapatna. Proceeds from the sale of Varnam products go into the

Purple Turtle

The definitive light store that offers more options than anywhere else is

design and production of more innovative products while striving to keep the craftswomen employed.

India. Their focus is on the lights designed in handmade paper & feather cement and USP lies into customization and recycling of materials.

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Design Brief Adivasi Oriya’s of Araku Valley live surrounded by lush green forest and green mountains, but as they struggle to maintaining their livelihoods in the changing world with multiple jobs differing according to the season.

While ones there was a time then they could survive out of forest produce and NTFP’s and now the NTFP’s have become there last resort in the time of extreme needs.

This project endeavours to study the rich tradition and artistic techniques practiced by the Araku Valley Communities and create a business plan which benefits both local and global audience. By designing and facilitating branding interventions which helps travel stories around the groups and acts

at a bridge between the two worlds.

The project aims to strengthen the value chain and the outlook of enhancing consumer opportunities for participating in the creation of resilient communities and sustainable systems. With this it is also looking as helping empower the people and develop soft skills as its an community owned brand and not an employment opportunity. ‘‘Own Enterprisers then Employee’s’’ The brand is based at Araku valley collaboration with AASSAV and under Industree foundation. It deals with everyday organic/ handmade product range, Various value addition done of the final product is done by the locals themselves.

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Concept Generation - Customer Analysis - Value Propersition & BMC - Brand Development - Brand Strategy - Brand Name - Business Plan - Exploration & Brand Building 57

Customer Analysis

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Customer Persona

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Value Proposition

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Positioning of my Urban Customer Buying Behaviour

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BMC: Business Model Canvas

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Brand Development

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What sets you apart?

And why?

• • • •

Why does your Brand exist?

•

• •

Storytelling through identity Helping Communities Quality for value Sustainability Driven

Helping Communities of Araku Valley, Increase in income generation Quality Product Supply Sustainable Living

Brand Idea ?

What are your customer unique set of needs?

•

• •

•

Need of Source information, Conscious Consumer Sustainable Lifestyle Needs authentic and bespoke products.

Help in Social Cause

What Emotion are you selling? / Perception Why does your brand matters?

• Sustainable Development, not only buyers but also environment and social impact.

• Bridging a gap between intention and action.

• • • •

Empathy Empowerment Sincerity Satisfaction

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Aaker’s Brand Equity Model Brand Identity Development: - Brand as Org , Ethic - Brand as Product, Features - Brand as Person/ Human - Brand as Symbol (Visual) - Brand Values

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Brand Strategy

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Brand Archetype: CAREGIVER The characteristics of the caregiver archetype:

Embodiment of the caregiver archetype:

• Sustained focus on the customers’ needs that’s visible throughout the company.

• A proclivity for volunteering time, energy, and resources to assisting customers.

• The ability to notice when someone needs help and the ability to provide it.

• A responsible and benevolent way of conducting business.

• A constructive approach to community involvement.

• A track record of dependability and being supportive of others.

• Fosters authentic connections between the brand and its customers and partners.

• Builds loyalty among customers, reducing churn, and cultivating a constant interest in your products and services.

• Empowers vocal advocates that carry your message forward and generates word-of-mouth promotion.

• Lowers your cost of acquisition based on empathy and affinity for your brand.

• Creates long-term value by helping people make better choices and care about others.

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BRAND POSITIONING MATRIX EXCLUSIVE HIGH END PRODUCTS

Purple Turtle Varnam

maatimatu The Eco Store

Studio Moya

HIGH QUALITY

LOW QUALITY

24 Mantra Green Mantra

Common Grocery Store

MASS PRODUCE PRODUCTS 72

Organic India

Brand Name

Maatimaatu

• Denoting Power/ Dynamic • Suggestive ‘‘Which means Borwn/Earth • Abstract + Needs in Adivasi Oriya’’ • Owner-Driven • Intelligent/ wordplay • Catchy • Simple and Memorable, RINGS!

A brand Name needs to connect to the audience of all segments, therefore I wanted to keep a name with a simple meaning which the local people can associate to. For the other end even if they don’t completely understand but a name which is memorable and catches attention.

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Business Plan Sustainable Flow

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Exploration & Brand Building: Inspiration Board

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Exploration & Brand Building: Mood Board

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Hand Sketch Explorations

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Logo Explorations

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Visual Pattern Explorations

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Type explorations Types used in the following: - Gotham - Tofino Pro Personal - Baskerville - Playfair Display - Lato - Archer - Autumn Chant - Muli - Raleway - Neutra Display - Cooper Black 86

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Visual Identity Explorations

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Visual Identity Explorations

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Creation - Brand Introduction - Brand Collaterals - Brand Manual - Output (Brand Board)

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Introduction to the Brand ‘Adivasi Oriya’s of Araku Valley live surrounded by lush green forest and green mountains, but as they struggle to maintaining their livelihoods in the changing world with multiple jobs differing according to the season. While ones there was a time then they could survive out of forest produce and NTFP’s and now the NTFP’s have become there last resort in the time of extreme needs.’

Maatimatu can be interrupted as Brown + needs in Adivasi Oriya, local language of the Indigenous community of Araku Valley. It is a community owned brand with a vision to development and Sustainable living goals.

The brand deals with everyday organic/ handmade product range where the value addition to it is done by the communities itself. The raw materials come directly from green forest around the valley and processed in a sustainable way by the people for the people. It is based out of Araku valley in collaboration with AASSAV and under Industree foundation.

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Logo Introduction

Logo Clear Space and Construction

Maatimatu is a local community owned brand in Araku Valley where the raw material is forest, collected and processed by the people in the mist of mountains.

The logo symbolized the collaboration between nature & the indigenous group that have been living in harmony and togetherness from centuries.

Leaf + People + Mountains Minimum Size of the logo can be 0.5 inch 96

Alternative Logo

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Colour palette Primary Palette

RGB 208, 128, 42 CMYK 16, 56, 99, 2 HEX #D0802A

RGB 84, 104, 92 CMYK 67, 44, 61, 24 HEX #54685C

RGB 42, 77, 71 CMYK 81, 50, 64, 41 HEX #2A4D47

RGB 232, 202, 143 CMYK 9, 19, 44, 0 HEX #E8CA8F

Secondary Palette

RGB 122, 76, 48 CMYK 37, 67, 83, 34 HEX #7A4C30

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RGB 236, 150, 119 CMYK 4, 49, 52, 0 HEX #EC9677

RGB 239, 219, 199 CMYK 5, 13, 20, 0 HEX #EFDBC7

RGB 231, 207, 198 CMYK 8, 18, 18, 0 HEX #E7CFC6

RGB 12, 79, 139 CMYK 99, 76, 18, 4 HEX #0C4F8D

Typography Primary Typeface

Gotham .,:;?!@#&*

Secondary Typeface Gotham- Book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Gotham- Book Italic

Lora

.,:;?!@#&*

Lora- Book ABCDEFGHIJKLMNOPQRSTUV W X YZ abcdefghijklmnopqrstuv wxyz 1234567890 Lora- Book Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ

ABCDEFGHIJKLMNOPQRSTUVW XYZ

abcdefghijklmnopqrstuvwxyz

abcdefghijklmnopqrstuvwxyz

1234567890

1234567890

Gotham- Medium

Lora- Medium

ABCDEFGHIJKLMNOPQRSTUVWXYZ

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

abcdefghijklmnopqrstuvwxyz

1234567890

1234567890

Gotham- Bold

Lora- Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

abcdefghijklmnopqrstuvwxyz

1234567890

1234567890

Gotham- Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

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Iconography and Design Elements Everyday use Earth Pots

Siali Seed Pods

Annapakaya (Dipper Gourd)

Anaotto Sponge Gourd

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Patterns Inspired by the wall Painting of the local houses Identity of the makers

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Brand Imagery Brand imagery represents the brand’s identity through aesthetic appearance, Maatimatu’s brand image is created by keeping in mind that how it will be perceived to the world outside, how the community will be placed in the eye of the viewer. The images are mixed with natural photography & colorful Illustrations of earthy-tones to reflect an young serenity vibe to it. Point to the details and images of livelihood of the makers are the main visuals that the brand is known for, with makes you feel good added to wholesome vibe.

Empathy - People tend to like photos and then follow the brand as they see their aesthetic in the company’s design and values.

Keep-it-organic - The Styling is as such to be kept as minimal, natural and organic as it can get. Right there which goes behind the scenes.

- Avoid Busy Images and too much noise in the background - Never use any black/white image - Apply solid background with the image while using it with the copy - Do not cover images with the copy

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Solid Background

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Natural

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Into-the-details

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Brand Communication Every communication has it’s own experience for the audience its own limitation and its own benefits. From packaging and print to business cards and t-shirts – is about getting your brand noticed and strengthening the bond between company and the customer.

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Website

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Product Tags

(Inside)

(Back)

Small Tags 109

Outside Posters

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Logo Stamps

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Check it out at: https://issuu.com/anoushkasomani/docs/brand_manual 114

Brand Manual

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Reflect - Future Scope - Annexure: Proposal - Reflection - Credit Note

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Future of the Project The project is set in a place called Araku valley with the Adivasi’s of Araku. So the next step further for the project will be to research more on the ground and Derive more advance and detailed business plan which fits right for the communities and their welfare. Create a soft-skill planning base for them, get volunteers, define pre-set skills required by the people and how can we help them further. The most Important set in the process would be to spread the word about their crafts and generate financial support to set to the industry.

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Context

to enable improvement in the conditions of

Background

Impact Edge is an initiative started by the

certain communities with, particularly low

The project is set in the context of Araku

Industree Foundation and Srishti Institute

development.

Valley, one of the mandals under the Paderu

of Art Design and Technology. They aim to

The indigenous and ethnic people have

division. The Paderu Tribal Agency consists

holistically tackle the root causes of poverty

learned to live in the most hostile and

of 11 fully scheduled mandals and 2 partially

by creating an ownership-based, organized

backward environmental condition in this

scheduled mandals of Visakhapatnam

creative manufacturing ecosystem for

universe. The most interesting feature

district. For administrative convenience, it is

micro-entrepreneurs. Industree Foundation’s

associated with these indigenous and ethnic

divided into three sub-divisions i.e. Paderu,

comprehensive approach helps communities

has been found that they live in localities

Chintapalli, and Araku Valley. The agency

assess their traditional skill base, organize

which are immensely rich in biodiversity.

covers 2,312 revenue villages and 3,574 tribal

ABSTRACT

them into production units, develop products

Taking advantage of the accessibility of forest

habitations (1,093 PTGs and 2,481 Non-PTGs

Design can be used as a tool for social

that appeal to modern markets, and create

products by the communities, this project

habitations) of 244 Gram Panchayats. The

transformation to enhance livelihoods and

consistent demand to create sustainable

aiming at the development & welfare of the

Integrated Tribal Development Authority

put more money in the pockets of the poor.

businesses at the lowest possible costs. It

tribal communities of the region in regards to

(ITDA) takes care of all welfare programmers

The scope of the project is to study the tribal

seeks at combining business strategy and

the NTFPs found in the area and their scope

in the Paderu agency area. The major tribes

population of Araku Valley, Andhra Pradesh,

design thinking tools, to design an impactful

for income generation.

living in the Paderu region are Khond,

and to develop an economically sustainable

business that contributes to the social and

Non-timber forest products (NTFPs) are any

Gadaba, Poorja (PTGs); and Bhagatha,

system of that adds value to the product sales,

economic development of the community.

product or service other than timber that

Kondadora, Valmiki, Kondakapus, Kotia,

which is also socially, environmentally and

In India, 8.6% of the Indian population

is produced in forests. They include fruits

Benthoriya, Yendia, Yerukalas, Nookadoras,

culturally relevant to the community.

(104 million) and 15% of the land area

and nuts, vegetables, medicinal plants,

Kammara, (Non-PTGs). The majority of tribal

Industree Foundation uses design as a

in various ecological and geo-climatic

resins, essences, grasses and a range of

community’s speck Adivasi Oriya with Telugu

tool to build sustainable livelihoods in the

conditions ranging from plains to forests,

barks and fibers. Over the past two decades,

as their script. Araku Valley is a hill station

creative manufacturing sector. This enhanced

hills and inaccessible areas consist of the

governments, conservation and development

and valley surrounded by the thick forests of

income aids them in getting access to health,

tribal communities. There are about 705

agencies, and non-government organizations

the Eastern Ghats mountain range making it

education, clean water and sanitation, energy

Indigenous groups, out of which there are

have encouraged the marketing and sale of

a huge resource for the tribal communities as

etc. The question, however, that remains to

75 Particularly Vulnerable Tribal Groups

NTFPs as a way of boosting income for poor

livelihood opportunities by both gathering

be asked, is how to holistically tackle the root

(PTVGs). The PVTGs are the marginalized

people in the tropics thus encouraging forest

and cultivation of NTFPs (Non-Timber Forest

cause of poverty? And how can their social-

section of the Scheduled tribes of India. PVTG

conservation in the process.

Products). Their primary sources of income

economic status be uplifted?

is not a Constitutional category, nor are these

come from farming, cultivation, and wages

constitutionally recognized communities. It

earned under MGNREGS (80-85%) and the

is a government of India classification created

rest secondary sources of income in then

Annexure: Proposal

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generated by gathering and selling of NTFPs

- NTFPs are Seasonal income source and each

- How to make consumers more culturally

Approach

(>15%). The different NTFPs available in the

material has a set time of the year making no

conscious and increase in existing market

1. Discover

area are adda leaves, gums, resins, tamarind,

one material as all year round income source.

demand?

- Problems faced by the communities

honey, naramamidi, myrobalan, black

- Lack of facilities and skills for value addition

- What are the government based schemes

- Breaking down consumer market and local

cashews, annatto seeds, hill broom grass,

to the final product such as processing,

which can be taken advantage of by the

market exchanges

marking nuts, etc. And some of the other

packaging or sources to reach out to the

communities?

- Scope of different NTFPs

materials which also have scope to generate

market themselves.

- What is the scope of different NTFPs

- Communities skill sets

income are wild gourds such as Annapakaya,

- Even though the cultivation and the

available both untouched and overused ones?

- System Chain and their process

pumpkins, and Birakaya.

products sold by the communities are all

- What are the sustainable methods of

2.

During the Visit to Araku valley for our

organic but because of lack of education there

collection of different NTFP materials and to

- Availability and accessibility of Raw

primary research, we spoke to different

is no organic certification obtained by them.

deliver them?

materials

people and officials such as Mr. Murali

(organic certificate acts as value addition)

Krishnan (DISA foundation), Dr Jyothi

- Gatherers have to walk a long distance,

Objective and Goals

- Consumers buying pattern

Thullimelli(IFS - DFO, Vishakhapatnam),

multiple times to collect resources, taking up

- Value addition to the supply chain in

- Identified gaps in the system

Mr.DK Balaji, IAS (PO, ITDA Paderu) which

a major chunk of their time and energy.

the early stage to maximize profits for the

- Market demand

helped into highlighting the problems faced

- Unsustainable ways of collection, leading

communities.

3. Develop

by the communities.

to the supply of materials in intervals and

- Engaging with different materials and

- Strategy (Communication gap)

inconstant availability.

develop sustainable outputs for the market.

- Systems for ease

- Increase in demand for goods in the urban

- Information compilation

Problem Statements

Define

- Customer base and their requirements

- Non-Timber Forest Products (NWFPs)

Research Questions

market.

- Form of narration and brand story

play a major role in creating livelihoods for

- What are the methods of value addition in

- Brand/Business strategy and planning to

- Content

the people. They generally find it difficult to

their existing system(Internal) through visual

add to the system.

- Visual style

obtain finance to support their livelihoods

communication? (how to go beyond language

- Creating and developing market awareness

4. Deliver

and have to depend on pre-harvest trading of

barriers?)

to promote NTFP products.

- Addition to the value chain

NTFPs even though it is exploitative and leads

- How to develop existing training centers for

- Increase in income generation and help to

- Conscious consuming

to sale without any value addition.

longer-term benefits?

become self-reliant.

- Increase in income generation

- The tribal culture does not promote the

- How to connect communities to the urban

- Educating the communities, taking forward

- Generate market demand

habit of saving. Alternately they have to

market, and shorten the supply chain?

their skills and teaching them about the value

borrow from traders at high-interest rates

- How to increase income source

additions they can make to their products.

because they do not have access to finance

opportunities for the communities and make

Such as organic certificate, photo branding,

through banks as well.

them self-reliant?

about the urban market demand.

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Reflective Statement I come from a family where their religion, culture, beliefs and customs were an important part of growing up. I Believe that culture gives a sense of identity to everyone and I consciously think that if an idea helps you give a space of comfort it is a religion, a culture to you. Through this project I got to experience a cultural Adivasi Lives of Araku Valley,it not only made me conscious of the environment and sustainability but also gave me insights into a different world altogether.

At First it felt like where to start and what to do with so much information,This project not only let me explore my skills which I gained in this past years but also it lead to me trying out different research methodology and data mapping techniques. I came out of my comfort zone and went out to explore not only during Field research but also whiling looking at my visual style and moods.

The Project was a great opening for me into the consumer market and human psychology, better understanding of the consumer market and there thinking pattern, learning about tribal culture and their history and getting more close to different cultures, understanding sustainable living from a tribal cultural point of view was also a huge part of the process.

During the time on this project the most difficult part was the whole lock down scenario due to Covid-19 and there were multiple challenges faced during the time. Such as the raw material required for the project wasn’t available doing the time, most of the things were left behind in Bengaluru at the PG’s, limitation during both exploration and final process and the major was printer’s being shut at the hometown. But getting past it, this project was a huge learning opportunity for me.

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Credit Note People • • • • • • • • • • • • • • • •

• Marketeers at Bangalore • Mr. K Govardhan, CEO, Koyakal Crafts, Bangalore Mr. Jacob Mathew, CEO, Industree Foundation • Mr. Deepak Krishnamurthy, White Mercator Mr. Neju George Abraham, Industree Foundation

Private Limited (Kariannapalya,Bengaluru), a Mr. Arjun Gollori, AASSAV

dealer in annatto seeds.

Ms. Bakul Chugh, Research Consultant at J-PAL (PRA) Mrs. Jayashree Hattagadi, social activist • Locals at Araku Valley Sri D.K. Balaji, IAS, Project Officer, ITDA • Mr. Ravindra, trader in honey, tamarind, hill Dr. Jyothi Thullimelli, IFS - DFO, Vishakhapatnam

brooms, railway station contractor Mr. Verma (Junior Assistant, RMD, GCC) • Mr. Somali Domu, Bamboo basket seller at Mr. Kasi Viswanadham, Co-ordinator, AASSAV Shunkarametta Mr. N Muralikrishna, Tribal Museum Curator • Samadi Sundar from Barangbhandha, hill broom Mr. Vijay Kumar Samal, TRIFED

maker and seller at Shunkarametta Mr. Praveen Kumar, coffee supervisor, GCC • Samradhi Mutalamma, a customer of printed Mr. M. Nagaswarao, Additional Project Director, ITDA

paper plates Mr. Dasababu, landowner, Grama Darshini • Killo Dayanidhi, Employee, Sanjeevini Mr. Ganpati Naidu, supervisor, Tribal Museum • Bimla, siali leaf plate maker at Ganjayiguda • Kora Samadhi, farmer, Ganjayiguda Marketeers at Vishakhapatnam • Mrs.Lakshmi, blue detergent maker from S Kota, • Janaka, pumpkin and ash gourd seller, Poorna

a seller at Shunkarametta

Market, Vizag Mr.Rama Roi and Mr.Sai Chandan, Sai Chandan • Mr. Pydaraju, vegetable seller at Poorna Market, •

Traders, a trader in millets and quality checker, Vizag Sunkarametta

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• Mrs. Anjali Rao, resident, Garudaguda • Mrs. Boi Mohina and B Damodar, residents, Garudaguda • Mrs. Manjula, resident, Ganjayiguda • Ms. Havila, resident, Ganjayiguda • Pottangi Koteswarao, broom maker • Mrs. J Tulsa, worker at Grama Darshini • Mrs. S Chandrama, worker at Grama Darshini • Mr. S. Srinu, siali leaf trader from S Kota, at Friday shandi • Mr. Sarba Keshava, resident, Pedalabudu • Mr Raghugora Kura, seller of box honey, worker

at Grama Darshini, resident of Ganjayiguda • Mr. B Jetiya, collector of forest honey, Ganjayiguda • Mr Subbarao, farmer, Gondivalsa • Mr Vantal Burunda from Arma village,

Dumbriguda Mandal, hill broom maker

and seller.

• Kilo Soitha, siali seed collector and seller • Kotteshwar Rao, Mohan Honey Farms

Organization AASSAV GCC DISA Welfare Society TRIFED ITDA SERP

Markets Local Markets Bangalore • KR Market, Manikam Traders • Malleshwaram, Sri Murthy Departments Organic stores in Bangalore • Sattva Organics • Jivan Organics • Patanjali • Vriksh • Grameena Angadi • The Green Path

High-end brand stores in Bangalore • The Body Shop • Kama Ayurveda • Forest Essentials • Bare Necessities • Bamboopecker • Khadi Local markets in Vizag • Rythu Bazaar • Poorna Market • GCC Store Local markets in Araku valley • Friday shandy • Saturday market at Lotheru • Sunday market at Shunkarametta • Tribal Museum Villages • Ganjayiguda • Gondivalsa • Garudaguda

• • •

Lotheru Pedalabudu Musriguda

Materials • • • • • • • • • • • • • • • • • • • •

Siali pods Siali leaves Siali seeds Hill broom grass Box Honey Forest Honey Beeswax Anapakaya (dipper gourd) Anapakaya (bottle gourd) Neethi Beerakaya (Sponge gourd) Annatto Seeds Pumpkin (ash gourd) Pumpkin (orange) Bamboo Marking Nut Tamarind Turmeric Ginger Nillimandu Pippali Mudi (Long Pepper root)

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• • Chokhani, Rishabh. “Changing Trends in the Indian Organic Food Industry.” Bw Business World (blog), April 14, 2019. http://www. businessworld.in/article/Changing-Trends-In-The-Indian-Organic-FoodIndustry/14-04-2019-169138/.

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https://tribal.nic.in/actRules.aspx.

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THESIS PROJECT 2019-2020

Examiner 1 (name and signature):

MAATIMATU

Examiner 2 (name and signature):

Brand Identity STUDENT: ANOUSHKA SOMANI PROJECT:

Impact Edge

SPONSOR: Self initiated

Examiner 3 (name and signature): Date: Academic Dean:

PROGRAM: Undergraduate Professional Programme AWARD:

Visual Communication and Stratergic Branding

Final Examination Panel COMMENTS:

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ANOUSHKA SOMANI Thesis Project 2019-20 (Undergraduate Professional Programme) Srishti Institute of Art, Design and Technology Bangalore - 560064 Karnataka

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