Overview

Pataka began as an exploration of how India’s loud, playful, and wonderfully unpredictable street culture could translate into a bold streetwear identity. The brand draws inspiration from firecracker packaging, colloquial humour, and the dramatic flair of local visual language — all distilled into a contemporary aesthetic that feels raw, fun, and fashion-forward.

This project charts the journey of building Pataka from scratch — starting with mind maps that decoded the attitude of “Make Noise, Not Excuses,” moving into naming explorations that captured the spark of the brand, and then transitioning into early logo sketches that shaped its final identity. Each step anchors Pataka in its core philosophy: desi, daring, and unmissably expressive.

Sketches

Moodboard

A visual tapestry of India’s everyday charm — loud colours, playful kitsch, and raw street-side nostalgia.
This moodboard captures the eclectic chaos that powers Pataka’s bold, unfiltered identity.

Logo Iterations

The logo explorations focused on finding that sweet spot where desi boldness meets streetwear punch. I played around with form, weight, and the interaction between Devanagari and English to see what feels the loudest yet most ownable. The fifth direction instantly stood out — ‘Pataka’ paired with a sharp little asterisk that acts like a spark, locking in the brand’s playful, explosive personality.

Color Palette

The color palette pulls straight from India’s everyday visual chaos — loud neons, festival brights, and unapologetic contrast. It’s designed to feel instantly energetic and culturally familiar, giving Pataka that signature pop that refuses to stay quiet.

Packaging

The packaging channels full-on firecracker-box drama — loud colors, over-the-top graphics, and that glorious desi chaos that practically shouts off the shelf. It’s designed to look like it might explode… in style.