STORY IN BLACK AND WHITE
Toda Research
The Field research for the craft cluster study began on 18th of December’ 17 and went on for 5 days, till 22nd of December’ 17, on the embroidery done by Toda tribe, living on the mountains of Nilgiris. We studied the , demographics and culture of the Toda tribe at the beginning then about the various artisans involved with this craft. Slowly venturing into the craft details about the raw materials, process, tools, motifs, designs, products, favourable and unfavourable factors, sustainability and unsustainability of the craft. Finally concluding it with today’s scenario and the involvement of the NGOs.
My Role
Upon completing my on-site investigation of Toda embroidery, I conceptualized an e-commerce brand that offers a wide selection of Toda embroidered merchandise crafted by skilled artisans, which can be purchased online.
Objective of the Project
My objective is to promote Toda embroidery as a cherished tradition and connect with individuals who share a similar passion in preserving this craft, by showcasing its beauty and significance through my efforts.
Purpose of the website design
The goal of this website is to promote and market the Toda embroidery in a thoughtful and deliberate manner. The website aims to showcase the unique features and cultural significance of this embroidery style and increase its visibility to a wider audience.
The website serves as an intermediary platform that connects artisans, craft enthusiasts, and buyers, providing them with a space to trade and explore. The goal is to create a community where individuals with a passion for crafts can come and discover new styles and techniques.
User Persona
Bio:
Angelina, a 31-year-old Masters's student studying advertising in Los Angeles, has a keen interest in Indian culture and traditions since her visit to India. She has been collecting Indian art and craft products, particularly traditional crafts. During her research on Indian crafts, she discovered the Toda embroidery of Nilgiri hills. Now, she is looking for an online platform where she can purchase authentic Toda products.
Motivations:
Designer Products, Eco-Friendly, Personalisation, Love for craft.
Goals:
To collect the traditional crafts of India.
Challenges:
She doesn’t know the authenticity of the stores available online about the Toda Embroidery.
Interests and hobbies:
Loves Indian Crats, Loves to buy and learn about the traditions and culture of India.
User interviews
I’ve arranged 10 calls and took an unstructured interview to get an idea about the knowledge people have regarding Toda Embroidery.
User Flow
Fonts
Montserrat
Ag
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
!@#$%^&*()
Bold Montserrat
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
!@#$%^&*()
Regular Montserrat
Logo and Color
Screens
Mockup
Co-Design Project
´Toda embroidery has a unique feature of reversibility that is highlighted in this product. The concept behind the product is to stylize the winter look. This Toda shrug is reversible, and this is the USP of the Product. Minimalism is an attraction for the city people and has been kept in mind while designing the Shrug. There are single flower motifs in the front panel in the bodice part. The product is free size so, that consumers can style it in different ways with different garments.
Conclusion
The website showcases the exquisite Toda embroidery, celebrating the skill and artistry of the women artisans who sustain their families through this traditional craft, with visually captivating images and informative content on its history and technique.
MY OTHER WORK
