Unconventional - Visual Identity Design

Unconventional is an interactive multi-design retail space, based out of Kolkata, India. Presenting meticulously curated designers from India, that have broken conventions, uniforms, & blurred lines themselves. To drive a cultural shift with their unique design identity.

The brand was clear from the beginning that their logo must feature two exclamation marks (!!). My goal was to refine this into a mark that feels simple, minimal, and distinctive — a logo that stands out on its own while still giving space for the diverse designer brands within the retail space to shine in their own identities.

Both the logomark and logotype follow a unified design approach — merging two distinct font styles to create something unique for Kolkata’s retail landscape. By combining serif and sans-serif typography, the identity achieves a subtle yet striking contrast that reflects the brand’s unconventional spirit without overwhelming the designers it represents.

I’m grateful to Unconventional for trusting me with their brand’s foundation — from establishing the logo and visual identity to supporting their early social media campaigns. I also collaborated with the team to design custom tags, shopping bags, and a branded booklet, all of which are showcased in detail on my Behance.