Tata 1mg
Character Illustration
Spring Marketing Capital, Mumbai
2022
The challenge was to balance the concepts of health and care, integrating empathy and purpose into the brand’s character. We introduced a set of human-like figures, the millitots, as part of the redesign. These characters were illustrated with rounded shoulders, steady arms, and small heads to evoke feelings of stability and security. The minimal expression on their faces, combined with warm body language, created a sense of ease and comfort. The indian cultural identity was reflected through their clothing, gold jewelry, skin tones, and accessories like bindis, establishing a connection with the local audience.
The illustrative style was graphic, featuring soft curves to contrast the rigidity of the brand’s edges and the ‘equal to’ sign. the focus was on trust and approachability.