Branding & Identity
Branding & Identity
Gully Studio
Gully Studio
A community-led identity system for the everyday streets of India. Helping local vendors become visible, recognisable, and trusted.
A community-led identity system for the everyday streets of India. Helping local vendors become visible, recognisable, and trusted.
Design Intent
Design Intent
The design aims to feel personal, not corporate, rooted in the neighborhood, not the world stage, and useful before it is decorative. One identity that works across every vendor and still makes room for each vendor’s own story.
The design aims to feel personal, not corporate, rooted in the neighborhood, not the world stage, and useful before it is decorative. One identity that works across every vendor and still makes room for each vendor’s own story.
Guides
Guides
Dr. Anil Sinha · Prof. Saurabh Vyas
Dr. Anil Sinha · Prof. Saurabh Vyas
Timeline
Timeline
4 weeks
4 weeks
01 / Rooted in the street
01 / Rooted in the street
A visual language shaped by local stories, not imposed on them.
A visual language shaped by local stories, not imposed on them.
Core Problem
Core Problem
Local vendors and small street businesses carry strong stories and community presence, yet their visual communication remains fragmented
or absent.
Most existing branding systems are:
Too corporate for street realities
Too expensive to maintain
Too rigid to adapt across different vendors
Local vendors and small street businesses carry strong stories and community presence, yet their visual communication remains fragmented
or absent.
Most existing branding systems are:
Too corporate for street realities
Too expensive to maintain
Too rigid to adapt across different vendors
Key Insight
Key Insight
The problem is not a lack of identity, but a lack of structured expression.
Street businesses already communicate through behaviour and relationships.
Design’s role is to organise and clarify, not overwrite.
The problem is not a lack of identity, but a lack of structured expression.
Street businesses already communicate through behaviour and relationships.
Design’s role is to organise and clarify, not overwrite.
Process
Process
Observe —— Define —— Build —— Apply
Observe —— Define —— Build —— Apply
02 / Designing the identity
02 / Designing the identity
A simple form. A shared voice.
A simple form. A shared voice.
Positive and negative space bring together the Latin and Devanagari letterforms, echoing the passages of a gully.
Positive and negative space bring together the Latin and Devanagari letterforms, echoing the passages of a gully.
Form Ideations
Form Ideations
Selected Directions
Selected Directions
Identity Construction
Identity Construction
Colour & Typography
Colour & Typography
Finalised Identity
Finalised Identity
Gully Studio Animation
Gully Studio Animation
03 / Brand Applications
03 / Brand Applications
04 / Brand Intervention
04 / Brand Intervention
These interventions focus on real-world impact, transforming everyday carts and stalls into recognizable brands through thoughtful design.
These interventions focus on real-world impact, transforming everyday carts and stalls into recognizable brands through thoughtful design.
05 / Social Media & Recognitions
05 / Social Media & Recognitions
Local stories.
Wider conversations.
Local stories.
Wider conversations.
The project reached new audiences through visual
storytelling and recognition from community and featured
on big news platforms.
The project reached new audiences through visual
storytelling and recognition from community and featured
on big news platforms.
More Works
Good design starts with a question and evolves into a story worth telling.