Unconventional - Visual Identity

Unconventional is an interactive, multi-design retail space based in Kolkata, showcasing a meticulously curated selection of Indian designers who have challenged norms, broken conventions, and blurred traditional boundaries. The space aims to inspire a cultural shift by celebrating creators with distinct and daring design identities.

The visual identity for Unconventional is deliberately minimal, premium, and sophisticated. Its simplicity ensures memorability while allowing space for collaborating designers and brands to shine independently.

The logotype embodies the brand's core philosophy through a subtle yet meaningful transition from serif to sans-serif—symbolizing diversity, individuality, and a break from tradition. This duality carries into the logo mark, creating a cohesive visual language that reflects the brand’s spirit of redefining what is expected.