Karuna
Brand identity, Web design, Photography
Brand identity, Web design, Photography
Karuna started as a small shop in Vrindavan (a historical city in Uttar Pradesh, India), selling notebooks inspired by the region. They wished to rebrand themselves as a premium stationery destination in India, selling a range of paper products.
The Karuna symbol has evolved from the letter K and denotes a notebook without edges, representing unbound imagination and limitless possibilities. The symbol also resembles a peacock feather—a homage to Karuna's origin in Vrindavan, where peacocks roam free.
The visual identity aligns with Karuna's existing as well as future products, creating a bridge between the traditional and the contemporary. The illustrations—inspired by elements of Karuna's notebooks—weave a narrative which transports people into a whimsical world, where the rules of physics are disobeyed and imagination is unbound.
