We crafted an intricate illustration that connected Apple to Indian culture and captured the sense of excitement around the long-awaited Apple Store online opening.

The identity is inspired by mehndi, a decorative henna-based adornment worn across India on joyous occasions, which symbolically represents positivity, gratitude and new beginnings. This instantly recognisable art form encapsulates the richness, warmth and vibrancy of the country, in a colour palette that draws inspiration from the marigold garlands and striking red outfits worn during traditional events. To keep the authentic quality of henna, the pattern is illustrated in an earthy brown and accented with gold highlights to convey the special nature of the event.

Mehndi also often incorporates personal symbols that relate to the wearer, so we interwove icons representing an array of Apple products and services, communicating that these were now more accessible to Indian customers than ever before.