The Challenge

We have a working culture wherein we sit for long hours and have serious back-related issues. No competitor in the industry selling office chairs had ever utilized this concept and hence we identified the gap and conceptualized the collaterals around it. Sitting Culture- the name itself is very relatable to the urban Lifestyle. Ours is a sitting culture- a culture where we sit for more hours a day than we sleep. What more befitting a name for an ergonomics chair brand. The logo has a rich feel owing to the shade of purple and has creatively clubbed the double ‘t’s and negative space to resemble a table and a chair, an ergonomic one to be precise! The entire brand communication was designed with a knowledge sharing approach of lifestyle ailments like back pain, spine problems and posture correction. The print ads created for the brand highlighted, through clever use of negative space, what lack of an ergonomically designed chair can do to your back.

The Innovation

Unlike the traditional approach of giving a designer cover page, and an empty diary, the cover page of this masterpiece turned out to be the last and the easiest thing we worked for. The idea was to give the Saffronites a taste of Paris and the haute couture industry as they unfurl the pages sitting in Ahmedabad. We inserted an interest page after an interval of 30 blank notepads talking about Chanel No. 5; Marilyn Monroe’s sassy quotes; Vogue magazine iconic covers; origin of denims and a whole lot of glitz and glamor. The CEO was thoughtful enough to ask us to insert some games and intellectual puzzles so that when his employees carry this diary on their offshore travels, they can employ their time creatively during boring conferences and never-ending flights!!! We also custom created fashion crosswords, match logos and tiny puzzles with answers written upside down, to add that element of playfulness that so endeared the comic books of our childhood!