Mahindra Beanstalk is a retail toy store chain that launched in late 2011. I was asked to create wall graphics for the store. A height of 8 feet was defined, and since this mural would be replicated near the billing kiosks in Beanstalk stores all across India, there was no defined width.
As a solution, I designed three intricately illustrated panels depicting an "imaginarium", each of a fixed height of 8 ft. These panels, when kept in any order or vertical orientation, come together seamlessly to create a continuous landscape. The modularity allowed the visuals to be easily expanded. The mural includes micro-illustrations of various products that are on sale at the store. A high contrast, black-and-white scheme proved to sink in nicely with a store filled with vibrant and colorful toys.
The employees in the stores have used different colored crayons to fill in parts of the imaginarium, adding a distinct touch. The imaginarium also served as a starting point for a graphic language to be used across smaller panels and in various collaterals for the store.
Additional Launch Collaterals
This project was created for Mahindra Beanstalk for Fryed Advertising.
Mahima Pushkarna