Reframing tradition
Client
Phantom Hands
Date
2020
Location
Bangalore, India
Website
Services Provided
Sector
Phantom Hands create exquisite handmade furniture for an international audience. Every design showcases the outstanding – and increasingly rare – traditional craftsmanship of India. Timeless and iconic pieces are skilfully made by the collective endeavours of designers, traditional woodworkers, cane weavers and upholsterers.
By working through a strategic rebranding process we were able to align the internal culture with the external brand perception. The new identity and website have been created to amplify the modernity of the design and the integrity of their craft – the key attributes that make the furniture so unique.
1
Repositioned the brand at the leading edge of high quality contemporary furniture.
2
Aligned the modernity of the product with the traditions of manufacture.
3
Gained extensive press coverage in Monacle, Elle Decoration, Icon, Architectural Digest and the New York Times.
Brand
An adaptable set of core elements designed to create a simple and elegant identity system that emphasises Phantom Hands’ modernist ethos.
The Graphic Marque is an articulation of the process of making. An interlinked 'p' and 'h' have been cropped to create a harmonious geometric composition.
Content
A range of content was created to full-fill the various needs of the organisation. From hero imagery of the key products, photographed in a suitably modernist environment.
To portraiture and staff imagery culminating in a short film that delves more deeply into the Phantom Hands story and collaborations.
“
Our decision to work with Graphical House has been completely vindicated – the new identity is perfect for us.
Deepak Srinath
CEO, Phantom Hands
Digital
The design system that underpins the visual identity is echoed in the website, which utilises the same proportional grid to structure content.
Whilst the site is not e-commerce full detail is offered on all products meaning purchase is just a cost enquiry away.
“
What drew us to Graphical House after a long search across continents was their apparent rootedness in the craft of design. They are very good listeners and at each step won us over with a rigorous process that was both meticulous and presented with ease. They really care and watch out for us. We have now grown into the bigger, better company that they imagined us to be.
A.R
Creative Director, Phantom Hands