About
Lantana is one of the world’s ten worst invasive species and a high concern for India. It competes with native plants for space and resources and alters the nutrient cycle in the soil. ATREE introduced Lantana craft as a way of improving livelihoods through furniture and other utility products, but these products need to reach the right audience to make the removal and sustainable use of Lantana successful. As a hypothetical concept, Home Centre being an established brand would help introduce Lantana furniture to a larger audience and this project consists of a catalogue and campaign advertisements for the same.
Target Audience
Demographic: Tier 1 & 2 cities
Income Groups: Upper middle & above
Ideations
Colour Palette
The catalogue follows a similar identity and style guide as Home Centre. The iconic Home Centre green is the primary colour for the branding of the catalogue but is not a dominant colour in the design of the catalogue. The supporting neutral brown is used to create a balance and harmony in the palette. The catalogue predominantly makes use of black and white to maintain the minimalistic and simple style.
HEX :
RGB :
CMYK :
#bcd231
188, 210, 49
31, 1, 100, 0
HEX :
RGB :
CMYK :
#8e8481
142, 132, 129
46, 44, 44, 6
HEX :
RGB :
CMYK :
#231f20
35, 31, 32
70, 67, 64, 74
HEX :
RGB :
CMYK :
#ffffff
255, 255, 255
0, 0, 0, 0
Typography
Aa
Roboto
Light, Regular, Medium,
Black, Bold Italic
Aa
Impact
Regular
Grids and Layout (for Catalogue)
Grids and Layout (for Campaign Advertisements)
The Catalogue
Campaign Advertisements
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