Mumbai: PlusOne Design has unveiled its latest brand identity project for Indicus Paints, developing the visual and strategic identity for Neotė, a luxury interior emulsion tailored for the South Indian market. The project blends deep cultural insight with contemporary design thinking to create a brand that is rooted in Tamil heritage while aligning with modern luxury aesthetics.
At a time when consumers are increasingly seeking personal and cultural expression in their living spaces, Neotė has been conceptualised as a response to this shift. The identity system created by PlusOne moves beyond surface-level design, drawing inspiration from Tamil Nadu’s rich artistic, architectural, and performative traditions.
The packaging and visual language incorporate a curated mix of cultural elements, including Bharatanatyam, Kolam, and classical instruments such as the Veena and Nadaswaram, alongside references to landmarks like the Meenakshi Temple. These elements are brought together within a bold, contemporary framework, anchored in a distinctive purple palette that reflects a seamless blend of heritage and modernity.
A key highlight of the identity is the Neotė logo, which draws typographic inspiration from the fluidity and rhythm of Tamil script, mirroring the viscosity of paint. The result is a mark that feels both expressive and refined, capturing the essence of a brand that is locally rooted yet globally relevant.
Talking about the new launch, Gokul Basker, Brand Founder, Indicus & Partner, VNC Group, said, “With Neote, we wanted to do more than create a luxury paint. We wanted to honour the richness of Tamil Nadu’s cultural heritage. From Bharatanatayan to the Veena and Nadaswaram, these timeless arts reflect centuries of beauty and precision. Bringing them into our packaging is our way of showing that modernity doesn’t replace tradition, it reimagines it with confidence.”
Speaking on the project, Gautam Patil, Co-Founder and Design Head, PlusOne Design, said, “Designing Neotė was about engaging deeply with Tamil culture—not as a visual reference, but as a living, breathing system of rhythm, form, and expression. We wanted to create a brand that feels contemporary yet carries the quiet confidence of something timeless. The identity reflects a belief that modern Indian luxury can be rooted, expressive, and culturally resonant.”
The Neotė identity aligns with a broader shift in India’s design landscape, where regional narratives and indigenous aesthetics are shaping a more confident and culturally grounded visual language. By translating these ideas into a cohesive brand system, PlusOne Design has helped position Neotė not just as a product, but as a cultural statement.
With this launch, PlusOne Design continues to strengthen its position as a strategic branding partner, delivering culturally nuanced and visually distinctive identities for a new generation of Indian brands that value both heritage and progress.
