Kollam City Brand
To foster tourism and celebrate Kollam’s ancient history through strategic branding and storytelling.
Duration: FEB - APR 2024
Overview
Renowned for its pristine backwaters and its cashew nut industries, Kollam, located in the southern part of Kerala, is rich in history, culture and natural splendour. Its port is as old as the third century C.E., and played a crucial role in global trade, along with the port of Alexandria in Egypt and Quanzhou in China. During my research for a city branding classroom project, I discovered that Kollam, despite its historical significance and natural beauty, ranked poorly in tourism compared to other districts in Kerala, placing 12th in 2022. Recognizing the need for design intervention, I developed a strategy and visual identity aimed at revitalizing tourism, fostering growth, and honouring Kollam's rich but often overlooked heritage.
Brief
Kollam
The Need
Tourism data places Kollam near the bottom of Kerala’s district rankings (12th of 14), suggesting a need for stronger promotion and infrastructure development.*
Kollam lacks a distinct identity to strengthen tourism, while other districts in Kerala have long-established tourism circuits, stronger global branding, and more infrastructure.
*Source: keralatourism.org (2018 data)
Strategy
How do we reposition Kollam to build a strong, distinct tourism identity in a state where every city is already a destination?
Brand Positioning
Kollam aims to be recognized as the oldest city in Kerala by reshaping its current perception through an appropriate visual identity featuring a new logo and supporting typography, strengthened by powerful storytelling drawn from its rich history. This effort seeks to boost tourism, instill pride among residents and visitors, and highlight Kollam’s unique global firsts—especially its renowned cashew industry.
*Image source: Photograph from the archives by Nevin John
Designing the Visual Identity
Logo Iterations
Concept
The logo mark, shaped like a cashew nut, represents the cashew industry that is closely associated with the city. The color palette reflects its diverse landscape, drawing inspiration from its backwaters, ghats, and beaches.
The Logo Mark
