Crafting a new look for the latest edition of Bhoomija's Jackfruit – a festival of music for children, by children
Jackfruit features performances by exceptionally talented children from around India trained by the most eminent names in the Indian classical music scene. The first edition took place in 2014 and it was time for a refresh of the branding.
The Festival Director for Jackfruit 2023 was the widely acclaimed Indian classical singer and composer, Shubha Mudgal.OVERVIEW
At initial discussions with the team, Shubha Mudgal spoke of Barahmasa and the changing of seasons being an influence for the musical direction Jackfruit 2023 would take.
In Barahmasa paintings, each painting focuses on a specific month, highlighting the characteristics of that season, such as the vibrant blossoms of spring or the dark skies of the monsoon. The paintings aim to convey the emotional, social, atmospheric, and sensorial experiences of each month.
Inspiration board (details from Barahmasa paintings)
The design, while inspired from these crowded miniature paintings, incorporates a contemporary line rendering of familiar recurring motifs from these paintings that help tell the story of the changing seasons, with elements such as parrots, storks, lotuses, plant tendrils, stormy clouds, the sun and the moon. Other interesting elements from the paintings were also integrated into the visual such as architectural details, and repeating motifs and patterns – as well as the addition of a few Indian classical music instruments to tie in with the festival. The illustrations were encased in a scalloped, bulbous shape (to resemble half a jackfruit) to create the main visual, while motifs were also used grouped or individually across events and visual communication.
Event emailer
The title uses a high-contrast serif typeface with geometric details that mimic the vector shapes used to create the line motifs in the illustration. It sits between elegance and playfulness, apt for our discerning audience of adults and children alike. Content is in a sans-serif typeface that is dynamic and young while still being clean and easily legible. The background uses a deep red prevalent in the borders of Barahmasa paintings, a pale yellow often used within the paintings to frame the central visual, and a contrasting purple blue to add an element of playfulness.
FEEDBACK
Thank you so much for creating an absolutely lovely design for the festival. I am so struck by how you translated the jumbled keywords and ideas we gave you into such an elegant and beautiful design. Quite magical, truly!
Shubha Mudgal
Festival Director, Jackfruit 2023
Festival Director, Jackfruit 2023
Moksha, the design as Shubha Ji said, is absolutely magical! To take a type of miniature painting and to translate it into such a lyrical design for the festival is heartwarming to see.
Preema John
Museum Director, Indian Music Experience Museum
Museum Director, Indian Music Experience Museum