PRINT AND GRAPHIC DESIGN FOR
FOR THE INDIAN "TRUCK-ER COMMUNITY"
Tasked with creating merchandise art for Mobil Exxon's truck driving community campaign, the goal is to showcase the vibrant culture of truck art in India. The campaign's focus is on elevating the status of the drivers' community through engaging film and ad initiatives.
Recognizing the significance of truck art not only as a visual expression but also as a crucial factor for successful business in India, the T-shirt artwork aims to capture the essence of this unique art form.
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EXPLORING INDIAN TRUCK ART
MOOD BOARD
MOOD BOARD
Indian trucks are often adorned with colorful and artistic decorations, including phrases and messages on their backs. Below is the inspiration board with some popular choices, which add a touch of warmth and friendliness to the roads.
The messages on Indian trucks can range from humorous quotes to philosophical thoughts, reflecting the diverse and vibrant cultural landscape of India. It's a unique way for truck drivers to express themselves and share a bit of positivity on their journeys.
The messages on Indian trucks can range from humorous quotes to philosophical thoughts, reflecting the diverse and vibrant cultural landscape of India. It's a unique way for truck drivers to express themselves and share a bit of positivity on their journeys.
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DESIGN ONE —
SYMBOLIZES A PROTECTIVE BUT CAREFREE MINDSET
SYMBOLIZES A PROTECTIVE BUT CAREFREE MINDSET
In the truck community context, "Koi farak nahi penda" means to be a laid-back and also a colloquial way of expressing a carefree attitude or a sense of resilience in the face of challenges on the road.
Visualizing 'Koi farak nahi penda' with lemons and chilies communicates a carefree and resilient mindset. The lemon symbolizes a fresh and purified attitude, while the chilies act as a protective shield against negativity. They embody a spirit of indifference to minor setbacks and a vibrant approach to facing challenges on the journey.
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THE PROCESS—
The combination of lemons and chilies is used to protect against the "evil eye"
– a belief that a malevolent gaze can bring harm or misfortune.
The combination of lemons and chilies is used to protect against the "evil eye"
– a belief that a malevolent gaze can bring harm or misfortune.
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DESIGN TWO —
SYMBOLIZES A HUMOROUS QUOTE
SYMBOLIZES A HUMOROUS QUOTE
"Dekho magar pyaar se" (meaning: to look, but with love) is a popular choice, and it adds a touch of warmth and friendliness to the roads. These messages on trucks can range from humorous quotes to philosophical thoughts, reflecting the diverse and vibrant cultural landscape of India.
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THE PROCESS—
Using "Dekho magar pyaar se" with the front part of a truck as the visual, incorporating headlights as eyes,
creates a compelling representation. The headlights as eyes add a personal touch, symbolizing a warm and friendly gaze.
creates a compelling representation. The headlights as eyes add a personal touch, symbolizing a warm and friendly gaze.
