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P-Tal

Brand Identity  |  Brand guidelines  |  Coffee table book

P-TAL is reviving the dying craft form of the indigenous Thatheras community of Jandiala Guru, Amritsar, India.

 

The Thatheras are a community of skilled craftsmen specializing in the traditional technique of making hand crafted utensils by hammering metal sheets. 

 

This is the first Indian craft on the UNESCO’s Representative List of the Intangible Cultural Heritage of Humanity.

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The rhythmic hammering of the metal ‘Thak-Thak-Thak-Thak’ into form is unique to this craft, and the concentric circles of the symbol is inspired by these sound waves.

The symbol resembles a fingerprint which represents the uniqueness of each product, handcrafted by the artisans.

The font used for the logotype is a modified version of ‘Glamor’ - contemporary with minimal ethnic characteristics.

The P-TAL color palette

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The P-TAL font palette

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P-TAL Coffee table book

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