Brand Identity

Off Centre

The story

"When I throw my pots, they are always a bit off centre."

When Sadhvi Thukral first sat down to discuss her new pottery studio, she wasn’t just describing a technical quirk of her process—she was articulating her entire design philosophy. Sadhvi uses her skills as a graphic designer, artist, and potter to bring beauty and functionality into her designs and that slight imperfection, that deliberate deviation from perfection, became the heart of her brand.

Based in New Delhi, Sadhvi had spent years reflecting on what made her work distinctly hers. Her style has always been a little out of the box, left of centre, something that refuses to blend in. Her designs are inspired from opposites: nature and digital space, with the use of florals and text to embellish her works. Her products are quirky, colorful, and unapologetically unconventional. From that self-awareness was born the name Off Centre—a celebration of the beautiful imperfections that make handmade ceramics so compelling.

Brand Identity

Off Centre

The story

"When I throw my pots, they are always a bit off centre."

The brief

Sadhvi came to us with a clear vision but specific constraints:

The identity needed to represent the process of making pottery—the physical act of creation
The symbol had to convey the feeling of being off centre without feeling unbalanced or unfinished
Critically, the mark had to function as a stamp on the bottom of her pottery pieces
The brand needed to work across her diverse product lines: from wearable ceramic jewellery to decorative plant accessories to bold, flower-laden tableware

The process

The Symbol

We designed the mark to show the motion of a potter’s wheel frozen in time, with the spiral deliberately placed off-center within its frame. The negative space creates a sense of rotation and energy, while the offset positioning speaks to Sadhvi’s philosophy without being heavy-handed about it.

The logotype anchors the fluid symbol—bold, solid, with subtle curves that reference ceramic forms. It’s playful yet sturdy, much like her pottery itself.

Pattern System

To support the identity, we developed an illustrative pattern language drawn directly from Sadhvi’s product collections:

Ceramic Jewellery Her signature line of “Weareable Art” (a clever pun on wearable miniature housewares—tiny cups, saucers, and teapots as jewellery)
Plant Sticks Decorative butterflies, flowers, and birds on sticks that nestle into potted plants, adding whimsy to any garden
Tableware Bold, bright, and unapologetically floral mugs and vases

These elements—flowers, birds, cups, saucers, teapots—became our visual vocabulary, creating patterns and stickers that feel distinctly Off Centre across all touchpoints.

The brand

Typography

We paired the contemporary logotype with a beautiful classical serif for supporting text. This contrast became intentional: true to her Punjabi nature, Sadhvi’s goal is to bring vivacity into everyday objects, and we wanted that energy to come through in unexpected ways—traditional fonts saying decidedly untraditional things, creating a voice that’s both cheeky and sophisticated.

Color Palette

The primary palette centers on a deep teal paired with a lighter complementary teal, punctuated by a punchy lime green. But recognising that Sadhvi’s work is inherently multicoloured and evolves with each collection, we designed the system to be expansive. The core palette provides consistency while allowing room for seasonal collections and one-off pieces to introduce new colours that complement her vibrant pottery.

Applications

The spiral mark works beautifully both at scale (signage, packaging) and at the smallest size (stamped on the base of each ceramic piece). The pattern system extends across everything from business cards to wrapping tissue to stickers, creating a cohesive but never monotonous brand presence.