Industry: Paints
Publication Design
Curating Colourbook for the leading paint brand in the country
Asian Paints, India’s foremost name in paints and coatings, approached IndiDesign to research, conceptualise, and design a publication that would reflect the unique aesthetic sensibilities of Maharashtra.
Researching Colour, Culture, and Community
We undertook an extensive study to understand the deep relationship between colour, culture, and community. Through research, interviews, and group discussions with paint dealers, contractors, retailers, and consumers, the team decoded how regional influences shape colour preferences, and how colours, in turn, shape regional identity.
Decoding Regional Aesthetics
The research spanned vernacular architecture, local art forms, lifestyle patterns, and climatic contexts, enriched by an exploration of colour theory and its cultural interpretations. The findings helped us develop region-specific palettes that resonate emotionally as well as aesthetically with Maharashtra’s people.
Designing the Maharashtra Book of Colours
The result was the Maharashtra Book of Colours—a publication that goes beyond a collection of shades to become a source of inspiration for homeowners and design professionals alike. IndiDesign curated textures and finishes from the Asian Paints range and created exclusive stencil designs that reflected regional motifs and patterns. Each spread was carefully composed to balance information, emotion, and usability.
Accompanied by an engaging video introduction, the Colourbook celebrates regional design thinking, enabling Asian Paints to connect more deeply with its audiences while strengthening its position as a brand that understands India in all its diversity.
