Kruti SaraiyaThe first time I heard about the theme – corner, the word that instantly popped into my head was ‘khuno’. It is the gujarati word for corner. Despite the universal meaning of a certain word, I feel that language and culture add a layer that go deeper than just the simple meaning. For instance the phrase – don’t count your chickens before they hatch when translated into gujarati reads as ‘ don’t make your buttermilk while the buffalo is still in the market’. Even though both the phrases mean exactly the same thing, the latter is very telling of the gujarati cuisine which is largely vegetarian and buttermilk forms a very important part of the meal.
I would like to explore the idea of a corner as the gujarati ‘khuno’ and unearth the stories that it may hold. These stories might be in the form of words, phrases, anecdotes or poems. The final piece will be typographic - using gujarati not just as a language but also as a script to tell visual stories. |
Kruti Saraiya
Kruti Saraiya is a graphic designer/ typographer based in Mumbai. The focus of her practice has been to allow for a contemporary Indian design narrative to emerge to fill the gap between mtv kitsch and traditional Indian crafts.
As a typographer, she sees her role in infusing context into letters and bringing the written word alive. Her strengths lie in working with scripts of Indian languages to create an equal space for them alongside English in urban India. Her commercial and experimental work celebrates the Indian aesthetic in a fusion of east and west. 'The key', she says, 'is to change our mindset from an either-or to an AND.’
Besides this her portfolio includes branding, packaging, editorial and web design across verticals. She has been a speaker at the Indian Design Forum – IDF 2013. Her work has also been published in International design magazines like Creative Review (UK) & Visible Language (USA). She has exhibited in a group show ‘Pushpa Patha: The Flower Trail’ in gallery BMB, Mumbai.
She graduated from the London School of Printing. She has worked with Rabia Gupta Designs, Mumbai and taught at Srishti School of Art, Design and Technology, Bengaluru for several years.
She currently has an independent practice and teaches in the Visual Communication Department at the Indian School of Design and Innovation (ISDI) and Ecole Intuit.
www.kruti99.com
As a typographer, she sees her role in infusing context into letters and bringing the written word alive. Her strengths lie in working with scripts of Indian languages to create an equal space for them alongside English in urban India. Her commercial and experimental work celebrates the Indian aesthetic in a fusion of east and west. 'The key', she says, 'is to change our mindset from an either-or to an AND.’
Besides this her portfolio includes branding, packaging, editorial and web design across verticals. She has been a speaker at the Indian Design Forum – IDF 2013. Her work has also been published in International design magazines like Creative Review (UK) & Visible Language (USA). She has exhibited in a group show ‘Pushpa Patha: The Flower Trail’ in gallery BMB, Mumbai.
She graduated from the London School of Printing. She has worked with Rabia Gupta Designs, Mumbai and taught at Srishti School of Art, Design and Technology, Bengaluru for several years.
She currently has an independent practice and teaches in the Visual Communication Department at the Indian School of Design and Innovation (ISDI) and Ecole Intuit.
www.kruti99.com