AME
"AME" is a brand identity that I designed for IDT Handicraft which is an NGO in Anantapur.
RDT Anantapur
Father Vincent Ferrer (1920-2009) and Anne Ferrer founded Rural Development Trust in 1969 in Ananthpuram, Andhra Pradesh India. RDT has been carrying out various welfare and integrated programs for the underprivileged sections.
The programs are spread across 3268 villages in 6 districts. Anantpur is the largest district of Andhra Pradesh and 7th largest in India. The area does not receive much rainfall and often leads to crop failure. Despite all the development the common masses of the area have not progressed over the years. The district is one of the 250 most backward districts in our country out of 640.
RDT has created a platform where differently abled women learn various skills and make a living selling the products they make in India and abroad in Spain. When the region was affected by drought for an extended period, many of these women were the sole bread winners for their families! These women now walk with pride knowing that they have the means to support both themselves and their families. Initially the focus of the marketing of products was Spain, where the founders of RDT hailed from, today India itself has a domestic market that is growing and RDT is looking at widening their reach in the domestic markets.
VALUES:
Provide & Support
Group and organize women to train them as producers and marketers of their products.
Fair Trade
Pay optimal wages.
Health & Support
Provide assistance to women in nutrition, rehabilitation, health and hygiene services, and support the family economy.
Environmentally Friendly
The products here are made using sustainable ways, by using waste management tactics and natural dyes.
Growth
Repatriate profits from the sale to India for reinvestment in the project.
MAKING OF AME
“
"AME is built upon the woven stories of women
of India.”
‘AME’ is one of its kind where unique eco friendly home decor products are made from the finest materials sourced from across India. Where each product is carefully handcrafted from scratch. The products here are made using sustainable ways, by using waste management tactics and natural dyes.
Mural Painting - 15th - 16th century. Lepakshi, Andhra Pradesh, India.
COLOR PALETTE
Color Palette is inspired by the mural painting.
TYPOGRAPHY
Brand Manual
APPLICATION
