Start­ing Mon­day, Mum­bai

India Today - - COVER STORY -

Pic­ture a lush green patch of trees with the back­drop of the rail­way tracks, a train lulling by gen­tly once in a while; but­ter­flies in the spring and the pit­ter pat­ter of rain in the mon­soon. The view from the Start­ing Mon­day of­fice, housed in a cen­tury-old build­ing, is po­etic and plays a huge role in the in­spi­ra­tion for the small team of de­sign­ers led by Pratish Mepani. They’re all artists, as­serts Mepani, but the art they cre­ate goes on pack­ag­ing not on can­vases. The six-year-old firm has de­signed the brand­ing for com­pa­nies as var­ied as Anita Don­gre, the Cot­ton As­so­ci­a­tion of In­dia and Le 15 Patis­serie. The aim is to carve a niche for In­dian de­sign, steer­ing clear of cliché and meet­ing in­ter­na­tional stan­dards. Their old school de­sign for Oye Pun­jabi, tak­ing in­spi­ra­tion from In­dian poster art and good truck art, is per­haps the best ex­am­ple of this. In stark con­trast, but just as im­pres­sive, are the clever el­e­va­tor posters they’ve cre­ated for the Tri­dent Ho­tel in Mum­bai. by Moeena Halim Visit: www.start­ing­mon­

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