As we began exploring the aesthetics for the project we soon ran into a real stumbling block – our own heritage. You see, as Finns we have amassed the ideals of Scandinavian minimalism through the mother’s milk. That’s not something you escape from with ease. It was apparent that we needed professional help.
Luckily we had just then met up with Hanif Kureshi of Handpaintedtype.com while giving a presentation at Typo Berlin. Hanif had taken upon himself to document, collect and preserve as much as possible of the rapidly disappearing tradition of Indian sign painting.
Without much further ado we thus struck a deal to collaborate with Hand Painted Type, having Hanif oversee the painting of ten canvases for us once back in India. On these canvases the local sign painters were free to interpret the name of the book in their own and always flashy style.
The results were nothing short of spectacular. And quite different from what we grew up with!