Branding for Shken.in

Design Intervention in traditional Indian handicraft and handloom sector that aims to achieve economic development through inclusiveness of the craft community is faced by challenges that include social and economic considerations that far outweigh creative design inventiveness for their success.

A unique project was initiated by the Government of Meghalaya, Directorate of Industries and Commerce (DIC), by engaging the services of the Design faculty at the Department of Design, IIT Guwahati to outline a model of craft design & skill up-gradation for the cane and bamboo craftsmen of their state. These craftsmen are known for their unique basket making skills.
IDC School of design, IIT Bombay was approached for branding. 

‘Shken.in’ is a project that was undertaken over the period of 18 months by the IIT Design team comprising of Prof. Avinash Shende, IDC School of Design and Prof. Ravi Mokashi Punekar of Department of Design, IIT Guwahati and Prof. Mandar Rane of IDC, IIT Bombay.

The project Shken comprises of the team’s contributions in two specific domains viz. Intervention in the novel design and development of a new range of utilitarian bamboo products that were developed by Prof. Shende and Prof. Mokashi after a study of the high market demand for handcraft bamboo products amongst urban consumers. The products were developed to address the challenges of quality and finish, the novelty of use, ease and enhancement of hand production. The designers have introduced moulds, simple, easy to fabricate hand tools, jigs and fixtures to enhance productivity. Logistics of packaging and ease of transport from remote locations has also been addressed.

Prof. Rane has designed and developed a unique brand identity titled ‘Shken’ for these products that include the design of the logo and strategy for the promotion, packaging and social media presence for the brand Shken.