Time | 4 Weeks
2024
Khandesh
Branding and Identity Design
Solo Project
Project Guide
Dr. Anil Sinha
Prof. Saurabh Vyas
Learnings
Brand Stratergy
Brand Execution
Community Engagement
Good Design is Good Business
Tools
Adobe Illustrator
Adobe Photoshop
This project, "Reclaiming Indigenous Folk Music to Sonic Identities in Branding," has been selected for a research paper thesis at Vishwa Vidyapith, Shantiniketan, West Bengal, 2025. After establishing the core visual identity and strategic direction, Mukul Dev later expanded it into a sonic identity with his contribution, while the animation was executed
by Ritesh Deshmukh.
Identity formation in branding is complex, especially for indigenous communities. Sonic identity plays a crucial role in preserving cultural narratives, fostering social cohesion, and resisting the homogenization of commercial soundscapes. This research explores how sonic branding can reclaim indigenous folk music through the practices and cultural expressions of Khandesh Maay Mahotsav, ensuring that local traditions are not just remembered but actively experienced in contemporary branding.
Khandesh, Maay Mahotsav is a cultural festival that celebrates the Ahirani language and the rich traditions of Khandesh, a region covering Dhule, Jalgaon, Nandurbar, and parts of Nashik. It brings together Ahirani-speaking communities, Adivasi groups, and farming families, preserving their unique traditions through music, dance, storytelling, and crafts. One of the key contributors to the festival is Zirnipada village, Dhule, Mahrashtra. home to over 1,000 Adivasi people, who play a vital role in keeping Khandesh’s heritage alive. The festival has been celebrated for over 4 years , growing into a major cultural event that ensures the Ahirani language and Khandeshi identity thrive. Through branding and identity design, this project aims to give the festival a stronger presence, wider recognition, and a deeper cultural impact.
Introduction
I chose Khandesh and this festival because it deeply connects to my roots. Growing up, Ahirani was spoken around me, but I never fully embraced it. One day, my father took me to witness something incredible—people celebrating and promoting their language with pride. That moment hooked me. Ahirani, the language of Khandesh, is also mine, and this project helped me reconnect with it. It’s more than just a language; it’s my heritage, my identity. This festival isn’t just an event—it’s a celebration of rediscovering where I truly belong.
Why
To preserve, celebrate, and promote the Ahirani language and Khandeshi culture through branding, creating a strong identity that reconnects people to their roots and heritage.
Objective
I had to immerse myself in the village, staying with locals to understand their culture, habits, and lifestyle. Adapting to their way of life was challenging. Taking the branding beyond culture into business and future growth was another hurdle. Balancing tradition with commercial viability while keeping its essence intact was tough.
Challenges
In November 2024, I traveled from Ahmedabad to Zirnipada to experience the festival firsthand, capturing it through photos and stories from locals. It was inspiring to see a small community passionately preserving and celebrating the Ahirani language.
Khandesh Region
To become a national platform that celebrates and preserves the Ahirani language and Khandeshi culture, empowering local communities and showcasing their rich heritage globally.
Vision
Promote the Ahirani language through cultural festivals, arts, and events. Empower the Adivasi community by giving them exposure and opportunities to connect with artists and audiences nationwide. Preserve and celebrate Khandesh’s traditional music, dance, attire, and cuisine. Create a bridge between rural talent and urban platforms, fostering collaboration and
mutual growth.
Mission
“Rooted in Heritage, Growing Together”: Khandesh Maay Mahotsav believes in blending the beauty of tradition with the opportunities of the modern world, ensuring that cultural identity thrives alongside progress.
Philosophy
(1)
(2)
2nd identity showed promise, but ensuring scalability and simplicity for memorability was a challenge, leading to a shift in direction. The goal was to create a symbol that is appropriate, distinctive, and simple, effectively capturing the brand’s personality and essence. Exploring its dictionary meaning, connotations, and interpretations helped align it with the brand’s values and emotions.
Ideations and Explorations
The Khandesh Maay Mahotsav Identity combines म (M) and अ (A) to symbolize Maay (Mother) and Ahirani language. The dot honors the Adivasi community, while the circular form reflects inclusivity. Inspired by the Paavrivadan, its flow embodies art, rhythm, and pride. The dot and negative space represent the village rally and the bridge between local and global.
Designing the Brand Identity
Secondary Typeface
Quache
Manrope
Latin Script
Devnagri Script
Latin Script
Primary Typeface
Primary Typeface
Typefaces
नोटो सॅन्स
#b4001e
Blue
14.29 %
Red
85.71 %
Green
0.00 %
RGB Percenatges
of #b4001e
CMYK Percenatges
of #b4001e
Yellow
Key
88 %
29 %
Cyan
0.00 %
Magenta
100 %
Brand Colour
Construction and Structure of Identity
Behind the scenes
Next Project
be a man Publication Design
Khandesh
Branding and Identity Design
Time | 4 Weeks
2024
Solo Project
Project Guide
Dr. Anil Sinha
Prof. Saurabh Vyas
Learnings
Brand Stratergy
Brand Execution
Community Engagement
Good Design is Good Business
Tools
Adobe Illustrator
Adobe Photoshop
This project, "Reclaiming Indigenous Folk Music to Sonic Identities in Branding," has been selected for a research paper thesis at Vishwa Vidyapith, Shantiniketan, West Bengal, 2025. After establishing the core visual identity and strategic direction,
Mukul Dev later expanded it into a sonic identity with his contribution, while the animation was executed by Ritesh Deshmukh.
Identity formation in branding is complex, especially for indigenous communities. Sonic identity plays a crucial role in preserving cultural narratives, fostering social cohesion, and resisting the homogenization of commercial soundscapes. This research explores how sonic branding can reclaim indigenous folk music through the practices and cultural expressions of Khandesh Maay Mahotsav, ensuring that local traditions are not just remembered but actively experienced in contemporary branding.
Introduction
Khandesh, Maay Mahotsav is a cultural festival that celebrates the Ahirani language and the rich traditions of Khandesh, a region covering Dhule, Jalgaon, Nandurbar, and parts of Nashik. It brings together Ahirani-speaking communities, Adivasi groups, and farming families, preserving their unique traditions through music, dance, storytelling, and crafts. One of the key contributors to the festival is Zirnipada village, Dhule, Mahrashtra. home to over 1,000 Adivasi people, who play a vital role in keeping Khandesh’s heritage alive. The festival has been celebrated for over 4 years , growing into a major cultural event that ensures the Ahirani language and Khandeshi identity thrive. Through branding and identity design, this project aims to give the festival a stronger presence, wider recognition, and a deeper cultural impact.
I chose Khandesh and this festival because it deeply connects to my roots. Growing up, Ahirani was spoken around me, but I never fully embraced it. One day, my father took me to witness something incredible—people celebrating and promoting their language with pride. That moment hooked me. Ahirani, the language of Khandesh, is also mine, and this project helped me reconnect with it. It’s more than just a language; it’s my heritage, my identity. This festival isn’t just an event—it’s a celebration of rediscovering where I truly belong.
Why
To preserve, celebrate, and promote the Ahirani language and Khandeshi culture through branding, creating a strong identity that reconnects people to their roots and heritage.
Objective
I had to immerse myself in the village, staying with locals to understand their culture, habits, and lifestyle. Adapting to their way of life was challenging. Taking the branding beyond culture into business and future growth was another hurdle. Balancing tradition with commercial viability while keeping its essence intact was tough.
Challenges
In November 2024, I traveled from Ahmedabad to Zirnipada to experience the festival firsthand, capturing it through photos and stories from locals. It was inspiring to see a small community passionately preserving and celebrating the Ahirani language.
Khandesh Region
To become a national platform that celebrates and preserves the Ahirani language and Khandeshi culture, empowering local communities and showcasing their rich heritage globally.
Vision
Promote the Ahirani language through cultural festivals, arts, and events. Empower the Adivasi community by giving them exposure and opportunities to connect with artists and audiences nationwide. Preserve and celebrate Khandesh’s traditional music, dance, attire, and cuisine. Create a bridge between rural talent and urban platforms, fostering collaboration and
mutual growth.
Mission
“Rooted in Heritage, Growing Together”: Khandesh Maay Mahotsav believes in blending the beauty of tradition with the opportunities of the modern world, ensuring that cultural identity thrives alongside progress.
Philosophy
Ideations and Explorations
(1)
(2)
(1)
(2)
2nd identity showed promise, but ensuring scalability and simplicity for memorability was a challenge, leading to a shift in direction. The goal was to create a symbol that is appropriate, distinctive, and simple, effectively capturing the brand’s personality and essence. Exploring its dictionary meaning, connotations, and interpretations helped align it with the brand’s values and emotions.
The Khandesh Maay Mahotsav Identity combines म (M) and अ (A) to symbolize Maay (Mother) and Ahirani language. The dot honors the Adivasi community, while the circular form reflects inclusivity. Inspired by the Paavrivadan, its flow embodies art, rhythm, and pride. The dot and negative space represent the village rally and the bridge between local and global.
Designing the Brand Identity
Quache
Manrope
Latin Script
Devnagri Script
Latin Script
नोटो सॅन्स
Secondary Typeface
Primary Typeface
Primary Typeface
Typefaces
CMYK Percenatges
of #b4001e
Yellow
Key
88 %
29 %
Cyan
0.00 %
Magenta
100 %
Brand Colour
#b4001e
RGB Percenatges
of #b4001e
Blue
14.29 %
Red
85.71 %
Green
0.00 %
Construction and Structure of Identity
Behind the scenes
Next Project
Khandesh
Branding and Identity Design
Project Guide
Dr. Anil Sinha
Prof. Saurabh Vyas
Learnings
Brand Stratergy
Brand Execution
Community Engagement
Good Design is Good Business
Tools
Adobe Illustrator
Adobe Photoshop
This project, "Reclaiming Indigenous Folk Music to Sonic Identities in Branding," has been selected for a research paper thesis at Vishwa Vidyapith, Shantiniketan, West Bengal, 2025. After establishing the core visual identity and strategic direction, Mukul Dev later expanded it into a sonic identity with his contribution, while the animation was executed by Ritesh Deshmukh.
Identity formation in branding is complex, especially for indigenous communities. Sonic identity plays a crucial role in preserving cultural narratives, fostering social cohesion, and resisting the homogenization of commercial soundscapes. This research explores how sonic branding can reclaim indigenous folk music through the practices and cultural expressions of Khandesh Maay Mahotsav, ensuring that local traditions are not just remembered but actively experienced
in contemporary branding.
Khandesh, Maay Mahotsav is a cultural festival that celebrates the Ahirani language and the rich traditions of Khandesh, a region covering Dhule, Jalgaon, Nandurbar, and parts of Nashik. It brings together Ahirani-speaking communities, Adivasi groups, and farming families, preserving their unique traditions through music, dance, storytelling, and crafts. One of the key contributors to the festival is Zirnipada village, Dhule, Mahrashtra. home to over 1,000 Adivasi people, who play a vital role in keeping Khandesh’s heritage alive. The festival has been celebrated for over 4 years , growing into a major cultural event that ensures the Ahirani language and Khandeshi identity thrive. Through branding and identity design, this project aims to give the festival
a stronger presence, wider recognition, and
a deeper cultural impact.
Introduction
I chose Khandesh and this festival because it deeply connects to my roots. Growing up, Ahirani was spoken around me, but I never fully embraced it. One day, my father took me to witness something incredible—people celebrating and promoting their language with pride. That moment hooked me. Ahirani, the language of Khandesh, is also mine, and this project helped me reconnect with it. It’s more than just a language; it’s my heritage, my identity. This festival isn’t just an event—it’s a celebration of rediscovering where I truly belong.
Why
I had to immerse myself in the village, staying with locals to understand their culture, habits, and lifestyle. Adapting to their way of life was challenging. Taking the branding beyond culture into business and future growth was another hurdle. Balancing tradition with commercial viability while keeping its essence intact was tough.
Challenges
To preserve, celebrate, and promote the Ahirani language and Khandeshi culture through branding, creating a strong identity that reconnects people to their roots and heritage.
Objective
In November 2024, I traveled from Ahmedabad to Zirnipada to experience the festival firsthand, capturing it through photos and stories from locals. It was inspiring to see a small community passionately preserving and celebrating the Ahirani language.
Khandesh Region
Vision
To become a national platform that celebrates and preserves the Ahirani language and Khandeshi culture, empowering local communities and showcasing their rich heritage globally.
Mission
Promote the Ahirani language through cultural festivals, arts, and events. Empower the Adivasi community by giving them exposure and opportunities to connect with artists and audiences nationwide. Preserve and celebrate Khandesh’s traditional music, dance, attire, and cuisine. Create a bridge between rural talent and urban platforms, fostering collaboration and mutual growth.
Philosophy
“Rooted in Heritage, Growing Together”: Khandesh Maay Mahotsav believes in blending the beauty of tradition with the opportunities of the modern world, ensuring that cultural identity thrives alongside progress.
Ideations and Explorations
(1)
(2)
(1)
(2)
2nd identity showed promise, but ensuring scalability and simplicity for memorability was a challenge, leading to a shift in direction. The goal was to create a symbol that is appropriate, distinctive, and simple, effectively capturing the brand’s personality and essence. Exploring its dictionary meaning, connotations, and interpretations helped align it with the brand’s values and emotions.
Designing the Brand Identity
The Khandesh Maay Mahotsav Identity combines म (M) and अ (A) to symbolize Maay (Mother) and Ahirani language. The dot honors the Adivasi community, while the circular form reflects inclusivity. Inspired by the Paavrivadan, its flow embodies art, rhythm, and pride. The dot and negative space represent the village rally and the bridge between local and global.
Primary Typeface
Primary Typeface
Typefaces
Secondary Typeface
Quache
नोटो सॅन्स
Manrope
Latin Script
Devnagri Script
Latin Script
#b4001e
Brand Colour
CMYK Percenatges
of #b4001e
Yellow
Key
88 %
29 %
Cyan
0.00 %
Magenta
100 %
Blue
14.29 %
Red
85.71 %
Green
0.00 %
RGB Percenatges
of #b4001e
Construction and Structure of Identity
Behind the scenes
Next Project
Crafted with love,
and brewed with chai :)
Mayur Patil
Portfolio 2025
Thank you
for viewing
Mayur Patil
Portfolio 2025
Crafted with love,
and brewed with chai :)
Thank you
for viewing
be a man Publication Design