Red Chillies Entertainment is a Mumbai based motion picture production and distribution company. It was founded in 2002 by Bollywood actor Shah Rukh Khan and his wife Gauri Khan. With its success and growth, the goal was to appeal to a global market with a refreshed visual identity. My work captured the energy and creativity of the brand by using the creative idea of ‘ignite the imagination’. I created an object of desire in the form of a jewelled chilli logo to help position Red Chillies as the number one production company in India. The chilli explodes and reforms in its filmic intro, never fully coming to rest and reflecting the restlessness of the brand to excel in this creative environment. Building on this graphic language, I developed a dynamic identity toolkit to bring the brand to life across print and screen.
Visual identity build