AGUAD
2022
Seafaring journeys,
ancient maternal ecology,
& captivating human legends.
Info:
Visual Identity
Verbal Identity
Brand Strategy
Brand Narrative
Custom Illustrations
Custom Lettering
Animation
Team:
Agency : Animal
Account Head: Sheehij
Creative Director: Kunel Gaur
Art Direction & Design: Shantanu Atul, Ritu Pandey
Animation: Parth Dake
Aguad is a reclamation of colonial heritage, transformed into a museum,
cultural hub, and lifestyle destination - a true representation of Goa’s rich
history. To craft a new brand identity for this remarkable space, we drew
inspiration from its unique essence: seafaring journeys, ancient maternal
ecology, and captivating human legends. These elements are not relics of
the past but vibrant and alive, shaping Aguad’s narrative.
Water, the source of all life, serves as a central theme, which is beautifully
symbolised by Mae De Agua, the most significant freshwater spring in the
region. Aguad tells a profound story of human settlement around water,
embodying its historical importance and its role as a natural and cultural
sanctuary for today and tomorrow.
The brand identity brings Mae to life as an emblematic figure, intertwined
with Aguad’s defining elements. Rooted in the archetype of The Magician,
this concept evokes transformation, wonder, and discovery. A comprehensive
suite of collaterals was designed to reflect this identity while enhancing the
visitor experience across all touch points. From entry tickets, print ads, and
posters to signage and digital communications, every creation captures
Aguad’s spirit - a harmonious blend of bespoke design and immersive
storytelling.