Amazon Great Indian Sale
The objective of this project was to develop a style guide for the Great Indian Sale event. Since this sale coincides with the Diwali festival and runs almost till the end of the calendar, it is one of the biggest events for Amazon India every year other than Prime day. Our objective was to build a connection with the customers by invoking festive vibes through visual illustrations over the website.
The Concept
Our theme was festive, and we wanted a vibrant style guide to match the event's overall theme. I started collecting pictures of different Indian cultural elements from various local festivals, fairs, local art & crafts, street food vendors.
This inspired me to eventually find colourful elements that could be made into small illustrations for the style-guide like: Kutchi embroidered umbrellas from Gujarat, decorated camels from Rajasthan, floating lanterns in Varanasi, illustrated colourful trucks, Ferris wheel & merry go rounds in local fairs, signages in street vendor carts, are some of the examples.
Illustration style
The illustrations were to be simple but colourful. They needed to work as a standalone element and as well as in groups/pairs.
I decided on these colours based on the actual images I collected during the concept research phase. I intended to keep them as close to the inspiration as possible and bring in the vibrant & festive theme in the execution of the illustration.
Diya illustrations were used for the second wave of the sale, which was the onset of Diwali.
