Phantom Hands
Reframing tradition

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 which make the furniture so unique.

‘Phantom Hands’ is a metaphor for the generations of artisans whose contribution manifests in the furniture they create.

An adaptable set of core elements were 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.The uncomplicated identity system marries a universal grid structure and balanced typographic approach throughout.

The system that underpins the visual identity is echoed in the website design, which utilises a proportional grid to structure content. Detailed, technical product information alongside rich, descriptive content provides an insight into the design and making process – key to the integrity of the product. A journal of collated essay content, creates a hub of topical and critical thinking on Indian modernism. Curated written content and critical insight pieces reinforce Phantom Hands’ commitment to documenting design and sharing knowledge.

Our decision to work with Graphical House has been completely vindicated – the new identity is perfect for us. The team was patient with us at each stage of the web design process – helping us understand their viewpoint, pushing us to raise our game and all the while being respectful of our requirements. Graphical House has become an integral part of our journey.
Deepak Srinath, CEO, Phantom Hands.

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.