Icarus Design

30/12/2023

ICARUS is 25 !!

28/03/2023

Tata Tea 1868's pack visuals have been crafted in a highly evocative manner. The inner details create a layered perspective that draws you in, while the colour palette brings to mind the sensorials of the category. It all works together to bring a story to life!

13/03/2023

12/10/2022

Despite pioneering the green tea category in India, Tetley found itself lagging behind Lipton over time. While Tetley had built the category and its association with health, Lipton swooped in looking more tasty and Tetley was left playing catch-up. Our challenge was to bring back the taste to Tetley, while building upon the Immunity story that consumer's associate with the category. Our refreshingly tasty designs have helped arrest Tetley's slide and seen the brand perform better.

04/07/2022

With Tata Tea Agni, the challenge was a tricky one - contemporize a brand that’s looked the same for over a decade, while bringing in a new story of ‘awakening’ and making the brand go beyond just value for money. Our iconic design with the larger-than-life brand identity looming over the horizon and the sun shining through - managed to achieve all that and more - and still be clean!

11/03/2022

If there’s one thing that unites every Indian, it’s cricket. With the T20 World Cup round the corner, Bingo celebrated India’s love for cricket with special edition packs. Our designs retained the sense of quirky fun at the heart of the brand, while adding further action through cricket elements in a perfect symphony of brand and occasion! Little wonder that a pack of chips is always kept handy by most fans to help get through the excitement of cricket matches!

20/10/2021

The Ripple brand has always been more than just tea. Its parent company, Kanan Devan Hills Plantation Company Ltd., has tea gardens, takes care of forests, builds roads and hospitals, and is participatively managed by all its employees. As part of a larger Service Design engagement, our in-store graphics developed for the KDHP’s flagship Chai Bazaar outlet uses contour lines to replicate tea gardens and convey a brand intricately connected to the land – Celebrating Munnar in all its glory!

18/10/2021

Nura isn’t just a new brand – it’s a new idea in a country where healthcare has always been reactive. It’s a mindset shift in a culture where health is almost never given its due. When Dr Kutty’s Healthcare joined hands with Fujifilm to create an AI-driven cancer-screening centre, the challenge was multi-fold. From mapping and designing the complete service, to understanding what would motivate people to even consider a service like this – there was a lot to discover.

Our team conceptualized and designed every aspect of the service brand from scratch – ensuring that it wasn’t too medical or clinical to scare the healthy away – yet being serious and credible for an active health-seeking audience.

07/10/2021

Great to see tata cha open its new outlet at the Bengaluru international airport. Here is how we designed the service brand experience https://icarus.co.in/servicedesign/tatacha

16/09/2021

In a market entrenched with two strong brands – how do you create desire for a new brand? It’s easier if you own your own plantations, for a start!
With its promise of Plantation Fresh Coffee, Icarus helped set Tata Coffee Grand against the category heavyweights.
A distinct colour palette and highly evocative imagery that tapped into consumer associations of fresh coffee helped create an instant connect across India.