Jugaad Box is an India-centric start-up. We will be an online marketplace for wares and services (think eBay.com).
The essence of our brand is in the term, “Jugaad,” which is a Hindi word that means an “innovative fix” or “engineering through extreme constraints.” Jugaad is mind set, a mental state around trying to find innovative solutions to problems where there are severely limited resources. The following is an excerpt from an article on the topic:
“The variety of solutions to seemingly intractable problems: motorcycles chopped in half and welded to carts to create centaur goods haulers. The way families would fit mother, father, and three kids onto a single scooter. The clever repurposing of used water bottles as cooking oil containers. Rope spun from discarded foil packets. Cricket wickets made from precariously balanced stacks of rocks.”
We are targeting both males and females, young professionals and college-aged Indian students within India. This target demographic is globally minded, tech savvy, and well versed in the latest trends.
We’re interested in something edgy with a professional touch. Ideally, we’re looking for you guys to have some fun with the lettering itself where we want to integrate the idea of “jugaad” directly. Though we don’t want to influence you too much, an example of this could be turning the letter “o” in “box” into a hanging tire. However, it’s critical that the logo is very clear and legible regardless of what you do. We feel one of the major challenges in designing the logo will be in making the logo look cool and inviting, while avoiding a sense of being cheap and gaudy.
Unless you think it would really add value, we’d suggest avoiding the use of an actual box or any other object unless it’s directly incorporated into the lettering of the logo.
Colorwise, our site contains primarily browns, oranges, whites, and reds. We’re fine with either a contrasting color scheme or an analogous color scheme for the logo. And though we are targeting an Indian audience, there is no need to overly "Indianize" the logo, simply use the influence sparingly.
Attached is a portion of the site, as reference, which should illustrate the placement of the logo and site color scheme. Please disregard our existing logo.
We will be using the winning logo for both print and web, so it’s critical that it’s designed for such use. (i.e.CMYK, Adobe Illustrator vector file, etc.)