PlusOne Design has unveiled a new brand identity for Indicus Paints’ luxury interior emulsion, Neotė, designed for the South Indian market. The project has focused on building a visual and strategic identity rooted in Tamil cultural elements while aligning with contemporary design sensibilities.
The identity has responded to a growing consumer shift towards personal and cultural expression in home interiors, as per industry observations. The brand system has moved beyond decorative elements and has drawn from Tamil Nadu’s artistic, architectural, and performative traditions.
The packaging and visual language have incorporated cultural symbols such as Bharatanatyam, Kolam, and classical instruments including the Veena and Nadaswaram. References to landmarks like the Meenakshi Temple have also been included, combined within a contemporary design framework using a purple colour palette.
The Neotė logo has been designed with typographic inspiration derived from the fluidity of Tamil script, reflecting the texture and movement associated with paint. The identity has aimed to balance regional cultural cues with a modern luxury positioning.
The project has aligned with a broader shift in India’s design landscape, where regional narratives and indigenous aesthetics are increasingly influencing branding and visual communication. Through this identity system, PlusOne Design has positioned Neotė as both a product and a culturally anchored brand.
“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.” — Gokul Basker, Brand Founder, Indicus and Partner, VNC Group
“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.” — Gautam Patil, Co-Founder and Design Head, PlusOne Design
