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Art Direction | Identity Design


Tanmay Bhat 

Created and Produced by


Identity Design, Art Direction

and Merchandise Design 

Mihir Lele

Creative Producer

Vishal Dayama

Scope of Work

I was approached by Grow 91 to design the brand identity for an online merchandise store they were setting up, for comedian and entrepreneur Tanmay Bhat.

This identity would be developed as per the brief provided by the creator, independent of the grow 91 brand (they would be handling all logistics and production of the merchandise store but not getting into the creative aspect of the identity design). 

The identity would be used for all brand communications, including merchandise, packaging and social media marketing. 

Creator Brief

The creator chose the name, My Hot Box, for their merchandise brand.

The brief is to develop the visual identity for “My Hot-Box” in a manner that the brand is positioned in a premium space but sends out a very cool, funky vibe by way of its identity.
With its name, and the brand strategy to sell limited edition merchandise, the aim is to capture the attention of a young audience. The identity should hence, be able to do exactly that.

Logo Design and Treatment 

To come up with a visual design for the brand, I first began by exploring various treatment options for the logotype of the show.

The aim was to arrive at a design aesthetic that everyone is happy with, which can then be adapted into all other design elements required for the brand.

The following ideas were explored for the creator to choose from. (Click on the page below to go to full screen mode)

Route 01

Using the “box” as a visual aid to express the idea

Route 02

Minimalistic Approach

Route 03

New "Drip"

Logo Shortlist

Once the creator shortlisted the design, the logo was tweaked a bit. Although the domain name would have the word "my" in it ( it was decided that the word be removed from the logo to make it concise. The new logo would only carry the words "Hot Box".

The finalised logo along with its usage and collateral adapts were then presented.

Some Pages from the same:

Route 04

Graphic Treatment


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