Phenk Mat Mumbai translates to ‘Don’t litter, Mumbai’.
A simple approach to help curb the littering habits of Mumbai residents, an equally organic logo was created for this project. Using the crumpled paper as inspiration, the logo was made to read like the words were warped by the folded edges of the paper, allowing viewers to visually interpret the message.
To launch the Phenk Mat movement in Mumbai, we needed a logo that was distinct and easy for the general public to understand while steering clear of conventional branding practices for such movements.
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It also helped that the logo could easily be adapted to other cities that this movement would be taken to.
It was important that the people were intrigued by this movement and had a willingness to participate rather shun it, like previous such efforts. Hence a modern colour scheme and unique design insights were applied to involve the citizens of the city.
We didn’t just tell people not to litter, we helped provide solutions for why they might litter, but preparing Phenk Mat Mumbai branded reusable bags, bottles and easy to locate waste disposal systems.
