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Fred Again India Tour
Project type
Event Identity Design
About the Project
Fred again..'s first India tour arrived with a campaign that felt distinctly of the place without leaning on the obvious visual shorthand of “India”. The rollout played with local language, Indian print culture and hand-painted typography, while still retaining the stripped-back, understated character of Fred's visual world.
We loved watching the campaign unfold and started thinking about what an Accha interpretation of Fred again.. in India could look like.
Our starting point was the illuminated street sculptures seen across Tamil Nadu during Aadi, the Tamil month associated with a range of festivals and celebrations. These temporary installations transform familiar streets at night, using coloured bulbs, wire structures and floral forms to create something wonderfully excessive, theatrical and fleeting.
What interested us was the visual language underneath them: the combination of light, handmade construction, vernacular graphics and celebration. They are unmistakably local, yet incredibly contemporary in the way they occupy a street and demand attention. We reimagined that language for Fred again.., translating the illuminated floral forms into a graphic system for an imaginary India tour campaign.
The result is less about making Fred again.. look “Indian” and more about asking what happens when a familiar Indian visual language is allowed to enter his world.
A self-initiated exploration of place, music and visual culture.
