Tamasa : Black Pottery

“At Tamasa, nature meets tradition to handcraft beauty that goes beyond sight, found at the intersection of cultural brilliance with a modern intervention-reviving a timeless art form.”

PROJECT Brief

This concept project is a detailed study and documentation of a local Indian craft, aimed at understanding its unique processes and the community of craftsmen behind it. Through design thinking, the project seeks to empower the craftsmen, promote and preserve the cultural significance of traditional Indian crafts.

Approach

My aim was to create a brand which seamlessly blends the tradition of the craft of Black Pottery from Nizamabad with modern intervention of design sensibilities. This creates a steady source of income for the community as well as the stakeholders of the brand while reviving the local art form.

Year

2020

Services

Research | Brand Development & Strategy | Identity & Packaging

Client

Academic Project - Symbiosis Institute of Design

Credits

Research & Strategy : Akanksha Salvi

Conceptualisation : Akanksha Salvi

Branding and Packaging : Akanksha Salvi

AWARDS

Website Live

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METHODOLOGY

1. Research, Survey & Documentation‍

Secondary research, understanding the craft process deeply, surveying the community and the buyers about the limitations faced.

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2. Strategy‍

Mind mapping, stakeholder mapping, addressing common issues through a design solution.

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3. Brand Identity‍

Moodboards, brand conceptualization, logo exploration, internal and client feedback, development of logo, devising brand colour palette and typography, brand applications and brand guideline manual.

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4. Product Range Creation‍

Conceptualized a product range by analyzing traditional patterns, materials, and techniques, and reimagining them through modern design frameworks. Developed product mockups to explore functionality and aesthetic coherence, aligning the products with the brand’s vision of blending heritage with contemporary lifestyle needs.

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Research

Strategy

Process

identity

The brand identity is inspired by black pottery, known for its lustrous black finish and silver highlights. The logo, derived from a floral motif, reflects the fusion of tradition and design, echoing the patterns of this craft. Earthy tones of ash and clay symbolize tranquility and luxury, embodying Tamasa’s essence as a lifestyle brand rooted in artisan craftsmanship and quality.

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I simplified and recreated the intricate patterns found in black pottery by distilling their essence into clean, modern forms. By focusing on floral and geometric motifs, I maintained their cultural significance while ensuring they were versatile and scalable. This approach allowed the patterns to seamlessly adapt to various applications, from branding elements to product designs, while honoring the craft’s rich heritage.

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Brand Product Range

The brand offers a curated range of products crafted by artisans, enhanced with modern design interventions by experts to ensure functionality while preserving authenticity. Key offerings include lifestyle items such as ceramics, linen, vases, and tiles—each inspired by the craft's distinctive colors and forms. Additionally, the brand empowers artisans by facilitating direct sales of their handicrafts through an e-commerce platform.

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“The carpenter works alone, the blacksmiths work in twos, but the potters toil in groups”

The collective spirit of pottery—a craft rooted in collaboration and community. Through this project, we celebrate and uplift this unity, empowering artisans and preserving their shared heritage for future generations.

Tamasa bridges tradition and modernity, transforming a dying craft into a sustainable brand that empowers artisans and preserves heritage. By integrating sustainable practices and creating economic value, the project embodies the triple bottom line—benefiting people, the planet, and profitability.

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Through thoughtful design and storytelling, Tamasa not only revives black pottery but also extends its legacy into a lifestyle brand that celebrates craftsmanship and ensures its relevance for future generations.

Jokico

Tamasa : Black Pottery

Conceptualization

Digital Explorations

Finalized Logo