India in a Box
What does it mean to be Indian when not living in India? How does one connect back to their roots and history while building their lives overseas? In an ideal world we’d have a portal… a window that leads us back to our homeland in an instant.
It’s an empowering ability to have, to transport oneself to another place and soak in it’s environment, it’s culture and it’s familiarity.
This line of thought drove the design concepts that were developed. We wanted the Tanishq USA boxes to be a window to India. A magical box, that transports the person holding it back to India as soon as they open it! We researched a selection of design trends that would be suitable to an Indian diaspora residing in the USA. The aim was to give traditional elements a contemporary twist so it communicates a modern outlook while retaining a traditional foundation.

Inspiration
There is no shortage of inspiration when it comes to the arts, especially from the Indian subcontinent. Plenty of contemporary artists have drawn inspiration from traditional Indian art schools while creating pieces that appeal to a modern day aesthetic. Pastel shades, gold inlay work and unique linework have given rise to a new genre of Indian illustration that the modern day Indian the world over can identify with and be proud of.
A key source that translated into the designs were flora and fauna that have an iconic status in the subcontinent. These elements pay homage to heritage while being culturally relevant in modern times.

Illustration Style
Magical realism was the aesthetic in mind while developing the richly illustrated pieces to beautify the packaging. All the flora and fauna elements were created with a sharp eye for detail to give them a tangible quality. They were complimented with the use of traditional motifs and filigree work that were created with gold lining to suit the regal persona of a jewellery brand.