Branding for a Non-Profit Organization

Client Name: Project Utpal

Project Utpal is a CSR initiative by JCB India dedicated to preserving and revitalizing India's rich heritage of crafts and craftsmanship. This program supports traditional artisans by providing them with resources, training, and platforms to showcase their work, ensuring these time-honored skills continue to thrive in a modern world. By fostering sustainable livelihoods and celebrating the artistry of Indian crafts, Project Utpal bridges the gap between tradition and innovation, empowering artisans while keeping cultural legacies alive for future generations.

Utpal's visual language brings forward the richness of Indian art and craft, while clean modern typography suggests the importance of welfare, business processes, and sustainable practices for such revival.

For the logo mark, I looked back at our Sanskrit scriptures and took inspiration from expressions of a blue lotus namely ‘Utpal’, suggesting the blossoming and revival of a craft. The defined form of a lotus in the logo also symbolizes the art of block printing.

The logo typeface has been mindfully kept crisp and clean to represent how Utpal seeks to streamline the manufacturing and distribution process for craftsmen. The muted color story complements the visual identity effectively with the usage of colors such as Blue & Gold. We intended to bring out the minute details of the craft and let the essence of a non-profit organisation shine through.

A Devanagari typeface was created to resonate with the artisans