PlusOne Design has developed the visual and strategic brand identity for Indicus Paints’ luxury interior emulsion brand Neotė, designed specifically for the South Indian market. The project combines cultural references from Tamil Nadu with a contemporary luxury design approach, positioning the brand around regional identity and modern aesthetics.
The identity arrives at a time when Indian consumers are increasingly incorporating personal and cultural expression into home interiors. For Neotė, PlusOne Design created a system that draws from Tamil Nadu’s artistic, architectural and performative traditions rather than relying on decorative motifs alone.
The packaging and wider visual language feature cultural references including Bharatanatyam, Kolam, the Veena and Nadaswaram, alongside landmarks such as the Meenakshi Temple. These elements are integrated into a contemporary design framework led by a purple colour palette intended to balance heritage cues with premium visual appeal.
A central aspect of the branding exercise is the Neotė logo, which takes typographic inspiration from the flow and rhythm of Tamil script. The identity design also references the texture and viscosity of paint, creating a logo intended to appear expressive while maintaining a refined visual character.
Talking about the new launch, Gokul Basker, brand founder, Indicus and 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.”
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 launch reflects a wider shift within India’s branding and design landscape, where regional narratives, indigenous aesthetics and local cultural references are increasingly shaping premium visual identities. Through the project, PlusOne Design has positioned Neotė as both a luxury paint offering and a culturally-driven brand statement for the South Indian market.
The agency said the project further strengthens its focus on creating culturally nuanced and strategically-led identities for emerging Indian brands. PlusOne Design works across brand transformation, identity systems and visual experience projects for businesses seeking market differentiation through design.
