Emerging from the land of the Chettiyars, the Attangudi or Athangudi tiles in Tamil Nadu is legendary. In the early days, the affluent Chettiyars, with a passion for the the good life and a leaning towards European and Oriental aestethetics, imported tiles for their mansions. But the wear-and-tear and repairs became cumbersome. It was then that the people of Athangudi set up this cottage industry to make replicas of imported tiles in vibrant colours and designs. The Athangudi tiles are entirely hand-made and age beautifully. At Madras House these tiles are an integral part of the space design and give it an alluring identity; one which merges the traditional past with urban amenities tailores to the needs of the most discerning traveller.
This city is more
it is soul food
grandma’s pickled tales
gold brushed silks
steaming chicory-laced coffee
hot sweltering days
and wild jasmine-scented nights.
This city is different
of different seasons-
summer, spring, monsoon, and
music.
This city is wise
chola, chera, pandya nadu
its merchant prince bungalows
swaying coconut-fronds
glowing cathedrals
searing gothic halls.
This city is like no other,
bursting with brains
interweaving their magic,
exploding art, technology,
sciences of light and life -
changing the world.
This city is gifted.
This city is love.
The logo mark was already in place before we were introduced to the brand. The rest was a blank canvas which we had to fill in, inspired by the client’s vision for Madras House.
From taking architectural cues that led to the choice of the Athangudi tiles to curating the brand tone and style, we ensured that the brand shined with the rich, cultural legacy of Madras.
The social club is filled with charming nostalgia from the grand, old city. Brimming with a storied history, we wanted to infuse the captivating tales of the past with a contemporary aesthetic that would appeal to the travellers, the urbanites, the technocrats, the folks who love the romance of old cities. So, the Brand identity, photography, website design and the suites of sales decks, including most guest touchpoints, are all calibrated to attract this very niche audience. These insights were garnered over strategy workshops we conducted with key stakeholders. Once we compiled and got the client’s buy-in on the strategic route, the rest of the brand journey was already waiting to be laid out as planned.
Luxury is in the comforts of what we perceive as exclusive. From the flavours that waft from our mother’s kitchen to the silk that adorn queens, luxury is highly personal. For Madras House, we defined luxury as thoughtful design that spoke to its people, their guests and stakeholders. The signature pattern, the graphic style, the identity design all were lined up to offer the sense of not just a brand, but an icon.
Launch WebsiteThe social media marketing was based around the Madras Art Guild, the city’s annual art fest. The campaign was driven with user-generated content and filled with live images to urge the city to participate and support the artist community
