Samudra Manthan
Premium Serveware Collection
Ideation, Planning, Concept Development & Photography
The "Samudra Manthan" serveware collection by Atah is a celebration of ancient mythology brought to life through modern design. Drawing inspiration from the iconic tale of the churning of the ocean, this collection reflects a blend of tradition and contemporary aesthetics. I was responsible for crafting the overall concept, creating the moodboard, and executing the photography for this project, ensuring that every element resonated with the narrative.
The project is now live. Here’s the link to the website : Atah.in
Credits
Design Agency : Therefore Design
Illustrations : Locopopo
Project Manager : Rohan Pabale
Creative Director : Gauri Barve Kale
Graphic Designer & Photographer : Vaishnavi Ladkat
Atah crafts products that capture the essence of contemporary culture, with a deep connection to the cultural heritage woven into every design.
The creations embody a transcendent fusion that is central to the ‘Indianness,’ seamlessly blending with global sensibilities. Driven by the pursuit of a modern Indian aesthetic that resonates worldwide, Atah draws inspiration from India—a rich source where tradition and innovation converge in every piece created.
The concept of "Samudra Manthan" stems from the rich tapestry of Indian mythology, specifically the story of the churning of the ocean to obtain the nectar of immortality. In this legendary event, the gods and demons churned the ocean, ultimately bringing forth fourteen ratnas (treasures) as a result of their efforts. Each of these ratnas symbolizes a unique aspect of life, prosperity, and divine blessing.
Colour Palette: Deep blues, teals, and golds to evoke the ocean and its treasures.
Concept Development - The journey to the final concept of the "Samudra Manthan" collection was one of deep exploration and immersion into the vast reservoir of Indian mythology. Before arriving at the chosen narrative, I delved into various historical and mythological stories that aligned with Atah's ethos. My research spanned the rich tapestry of Indian culture, from the epic tales of the Ramayana and Mahabharata to lesser-known but equally powerful stories from ancient texts and folklore.
Colour Trends & Competitor Study - To ensure the Samudra Manthan collection resonated with contemporary trends while honoring its mythological roots, I explored a diverse colour palette, including vibrant Coral Rose, timeless Beige and Whites, warm terracotta, and cool oceanic blues. Additionally, a competitor study of brands like Freedom Tree, Nicobar, and Jaypore highlighted a trend of blending cultural heritage with modern aesthetics, guiding the collection’s narrative-driven approach.
Illustrations by LOCOPOPO - Based on the moodboard and concept direction, Locopopo crafted detailed illustrations that beautifully depicted the story of Samudra Manthan.
Layout Exploration - A crucial part of the design process involved exploring various layout options to seamlessly integrate the intricate illustrations created by Locopopo onto Atah's products. The challenge was to ensure that the illustrations not only adorned the products aesthetically but also enhanced the storytelling aspect of the Samudra Manthan narrative.
Photography - As the photographer, I meticulously composed each shot to evoke a sense of everyday use, whether in the comfort of home, during meals with friends, or at family gatherings. This approach was crucial in portraying the tableware not just as aesthetically pleasing objects, but as integral elements of daily life, enhancing the overall dining experience.