Client: Shweta Pai - Founder and Creative Director, MuuYee
Role: Graphic Design Consultant
Design Synopsis: Branding, Graphic Design, Storytelling, Content Collaboration
Background: MuuYee, or ant in Konkani, stands for a philosophy of creating with care for the maker, the user & the earth. MuuYee partners with artisanal groups around India for handspun textiles, natural dyes, and modern expressions in craft traditions to create garments, toys and lifestyle products for an experimental audience.
Role: Graphic Design Consultant
Design Synopsis: Branding, Graphic Design, Storytelling, Content Collaboration
Background: MuuYee, or ant in Konkani, stands for a philosophy of creating with care for the maker, the user & the earth. MuuYee partners with artisanal groups around India for handspun textiles, natural dyes, and modern expressions in craft traditions to create garments, toys and lifestyle products for an experimental audience.
MuuYee is unrestricted by age or gender, for anyone with a wild imagination. It is loved by children and grownups alike, because of its playful, artistic and earth-centric appeal.
The name translates to 'ant' in Konkani. We explored the character of an ant with a button to create the association of textile products along with the wordmark in a free handwritten type.
Since 2016, MuuYee's graphic design language has expanded to include product tags, social media elements, storybook designs and exhibition design elements as the brand presence grows across geographies.
MuuYee garment and toy tags reflect the story of the characters, material and process used to make them and also the gentle care it takes to prolong the life of these products that are made with human hands.
Blues and Beetles is a collection that celebrates the bug diversity of the jungle, and is entirely made in the rich hues of Indigo. The Blue Bug poem was written in collaboration with Shweta's artwork and my words against an indigo background for MuuYee social media.
A big part of the MuuYee world is to bring Indian biodiversity into focus. 'Jungle Tails' is a story of the wildlife of the Western Ghats, written in verse and designed as an accordian book that unfolds into different levels of the forest where the creatures dwell. From the arboreal Simhavalan (Lion Tailed Macaque', the Parayonth (Flying Lizard), to the rediscovered prehistoric Kottaraan (Purple Frog), there are several wonderful animals that invite the little readers to share their world in this delightful book.
