IIAD collaborates with Serendipity Arts Festival 2023

IIAD collaborated with The Locavore team and Goa Livelihoods Forum (GLF) for the Serendipity Arts Festival (8th edition, December 2023) to orchestrate a transformative design experience at ‘The Village’ in Art Park. Leveraging branding systems, Communication Design students designed postcards, menus, packaging labels and maps to celebrate the lesser-known cultural intricacies of the Goan rural communities. The Locavore managed culinary curation, GLF mobilised local communities and IIAD focused on visual storytelling at the festival.

Commemorating the rich grassroots traditions of both Northern and Southern Goa, this collaboration became a conduit for cultural exchange between academia and professionals. Communication Design students utilised visual mediums to raise awareness about traditional Goan cuisine, craftsmanship and culture.

Under the supervision of Communication Design faculties Aarti Uberoi (Course Leader) and Oshin Vipra Sagar (Lecturer), final-year Communication Design students Anindita Banerjee and Muskaan Jain designed over 100+ illustrations, menus, logos, maps, postcards and other brand collaterals. While Vaalini Gupta helped illustrate the cuisine, Amartya Chakraborty contributed to the development of the Goan cultural map. Sia Kakkar, Ruhi Vij, Vrinda Gupta and Aashna Nayak are among other students who deserve recognition. Notable contributions were also made by second- and third-year students.

The journey commenced with an exploration of remote Goan villages, where students immersed themselves in interactions with semi-urban and tribal communities. The aim was to elevate awareness about the traditions and culture of local village life. Drawing insights from these experiences, the students skillfully employed visual storytelling through design intervention. Tailored to contemporary sensibilities, they endeavoured to amplify these community stories and experiences, crafting them into accessible visual narratives for festival visitors. This initiative aimed to establish a relatable connection with the audience, offering a meaningful opportunity for engagement and learning from local communities. The live community kitchen also provided a unique chance for visitors to explore local food options.

Each design element unfolded a captivating narrative, establishing distinct visual identities for every local region and community across Goa. From visual merchandising of stalls to the packaging of products, each choice was grounded in well-documented contextual references. The students dedicated efforts to elevate the experiential aspect of the venue, crafting banners that seamlessly echoed 'The Village' theme. A comprehensive visual system was created, featuring a set of postcards as souvenirs for local Goan communities, narrating their unique journeys. In addition, the students designed menus showcasing traditional Goan dishes, along with packaging labels and tags for various products. The creation of a detailed map of Goa, delineating different regions and communities, not only served as a guide for festival-goers but also provided profound insights into the geographical and cultural context of each community.

Serving as a multi-disciplinary social initiative, Serendipity Arts Festival 2023 provided students with an opportunity to meaningfully contribute to the dynamic fabric of the local Goan community. The student work was received well by the women from the various communities, who were able to identify themselves through the illustrations on the visual display and found a sense of recognition and pride. This project beautifully captures the rich cultural and culinary heritage of Goa by celebrating these unsung heroes.

Branding emerges as a crucial element for strategically enhancing the perceived value of their handcrafted products, fostering an appreciation for Goan cultural legacy among visitors. Positioned as a vibrant celebration of Goan diversity, 'The Village' project at Serendipity Arts Festival stands as a testament to the honour of tradition and the embracement of the future through sensitive design interventions by IIAD.