Work / Corporate & Tech
Reelpetty.studio
The story of the story tellers
- Client
- Reelpetty
- Year
- 2024
- Industry
- Corporate & Tech
A complete rebrand for an eight-year-old celebration studio in Coimbatore: a fairytale identity built from an old Tamil word for a camera, and the anamorphic flare it left behind.
Reelpetty.studio journals the stories that bring families together through the years. Eight years in and thriving, it was ready to swap its glass slippers for a brand-new identity — because when you are in a fairy tale, you may as well be the magic.
The work the identity had to carry
01Memory Keepers
Photography and videography were words too small for what the studio actually did.
Once upon a time, somewhere in Coimbatore, celebration met story telling and Reelpetty.studio was bestowed on us. From a first born's priceless unfiltered personality to the extraordinary tale of people finding love, the studio immortalises the laughter, love and emotional highs of a life's rollercoaster in the most vibrant and rooted ways.
The spirit underneath all of it is togetherness — the reason a family gathers in the first place.
Rooted, unfiltered, close
Elegance without staging
A mark that belonged to the studio's past, not its present.
Problem
The name comes from the Tamil word reelpetty — an old-school camera, the kind that once whirred with gears and a now-forgotten mechanism. The old logo took that literally: a camera-faced character, hand-lettered, closer to a mascot than a mark.
As the industry evolved and the team grew alongside it, the studio needed to sit at the heart of what the industry demands today — and to hold together across a save-the-date, a billboard and a film.
Before — the mark the studio had outgrown
reelpetty — the camera the name is borrowed from
02The Josh
Keep the camera's ghost. Keep it as light.
The anamorphic flare is known for the elegance and vastness it adds to a captured moment. Team Reelpetty identifies with exactly that aspect of the symbol: the unifying light that draws people together, and the brilliance they strive to bring into a client's life.
Josh is a commonly used Indian term for the vibe in a room — enthusiasm, zeal, high energy; the atmosphere surrounding a house or an event bustling with celebration. The flare, drawn as a four-point star, became Josh.
Josh — the binding light
The flare made literal — light as the thing that binds
One symbol, set into the wordmark, carrying the whole system.
Solution
Josh sits inside Reelpetty.Studio in place of the double-t — the camera's flare doing the work of a letterform. The wordmark reads as a single wholistic lockup, and the symbol lifts out cleanly whenever it needs to stand alone.
03The Big Reveal
Drum roll.
Josh resolving into the lockup
Reelpetty.Studio — the horizontal lockup
04Logo Usage
Eighty per cent symbol. Twenty per cent wordmark.
Reelpetty.Studio is used as a wholistic logo and as a horizontal stack at all times, for representing the brand.
Josh is used extensively wherever there is scope for a cutout or the usage of brand elements. The goal is for the symbol alone to stand for Reelpetty in the near future.
80% — Josh, the symbol
20% — the horizontal lockup
05Colour Palette
Black and white in print. Holographic everywhere it can move.
Print runs black and white, with a holographic colour held back for special collaterals. Digital is holographic throughout — the flare, rendered as colour.
The system
Black
Print — primary
White
Print — primary
Holographic
Digital throughout; print for special collaterals
An identity that behaves like the work it represents.
Outcome
Warm where the moment is warm, quiet where the moment is quiet, and unmistakably one thing across a save-the-date, a billboard and a film. The collateral system carries the voice with it — Save the Date, Best Wishes, Two hearts one love — so every touchpoint sounds like the same studio.
Save the Date
The identity out in the world
The unifying light that draws people together.
The Result
One word, one flare, a whole identity
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