We wanted to bring a fresh visual context to Bollywood music curations that was beyond glamour and idealism.
Bollywood Butter brings the finest selection of handpicked Bollywood music to a refined Spotify audience. We, at the Irregulars Alliance, were put up to the task of designing an identity that brought the buttery personality of this curation to life.
It was a delight to collaborate with the Spotify team in India, and with Studio Kohl who brought their illustrative expertise to the table in unison with the overall identity we created.
The compositions were designed to bring a burst of visual butter with black and white elements juxtaposed against visually popping background colours.
The logo was key in presenting the playlist to the world, typed in a curved up text style and accentuated with black comic style outlines and shadows that seemed to emerge from a single bottom point of perspective.
We played with graphical elements like frames inspired by Indian Architecture, simplified into a modern visual context, and a starburst continuing the outlines and shadows. These made for a playfully fresh take on placeholders for celebrity artist imagery, unlike anything audiences have witnessed with Bollywood before.
The background colours were the eyecatcher with the black and white elements creating a synchronicity with Spotify’s overall visual language.
The entire unison created was a paradox of Bollywood nostalgia with an irregular twist.
The Irregulars Alliance exists to enable the growth and prominence of the Indian art and design scene, and works to contribute to the Indian community culture. It is committed to fostering a workplace that is actively intentional about inclusion, diversity and creating a safe working environment for everyone. Our highest belief lies in the power of creativity and we are here to nurture creativity from the Indian peninsula. Read more soon about the internal Irregular happenings here.
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