Asian Paints is one of India’s leading paint and décor brands, renowned for its expertise in color, innovation, and consumer-centric design experiences.
Asian Paints and our studio collaborated to create a limited edition Color Pulse Fan deck series inspired by India’s cultural richness. Each fan deck celebrated the unique character, heritage, and visual identity of different regions while seamlessly aligning with the brand’s colour first philosophy.
Domain
Paint
Geography
India
Services
Communication Design
Packaging Design
Illustration Style System
Printing Techniques
The challenge was to reimagine the fan deck as more than a colour reference tool creating an experience that would feel meaningful, memorable, and regionally relevant without compromising usability.
Strategy
Utility tool to cultural collectible
Inspired by the diversity of India’s states, Fandeck transforms the fan deck into a cultural canvas. The strategy retains the iconic red colour to preserve brand recall, while a minimal illustration system creates a contemporary and scalable visual language. Red and white remain the primary palette, complemented by selective accents of yellow and green to add vibrancy and regional character.
Rather than a standard fan deck cover, each edition was designed to reflect the spirit of its state through carefully selected visual cues, landmarks, crafts, and cultural references. The result was a more engaging and relatable experience, one that users could instantly recognize and connect with.
Creative Process
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