The Good Loom
The Good Loom is a brand we created from naming to logo to identity. It’s especially close to our hearts as it embodies all the tenets we ourselves look for in a brand as consumers – sustainable, minimalist, and simply beautiful. The brand was launched at Fashion Week in 2018, with show graphics, styling concepts, and collateral created by us.
The Logo
For the logo, we combined our love for simple typography and symbolism, by creating a minimalist form of an elephant head with the “g” in good. The elephant head is a subtle yet powerful nod to the brand’s roots in Indian tradition, while the elephant in itself was symbolic of knowledge – using traditional wisdom to enable sustainable lifestyles in the modern world.
The Label
We built the identity for the label, with an intention to call upon the most minimal use of raw materials with brass tacks design-thinking. The result is a monochromatic approach that celebrates the weaves and techniques, above itself.
The Mela
The brand’s “exhibition-and-sale” was an inclusive step, to make sustainable choices available to consumers across demographics, while providing a platform for artisan clusters and designers across the country to sell direct to consumers.
To not mince words, and to cut through these demographics, we called it a mela and developed an inclusive identity system, based on the form of a simple circle.
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