PIYA BEHRUPIYA

IDENTITY • EDITORIAL DESIGN

Promotional material for a popular adaptation of Shakespeare's play

To coincide with the Olympics in 2012, The Company Theatre, one of Mumbai's most innovative theatre groups was commissioned to stage Shakespeare's Twelfth Night for London's Globe to Globe theatre festival. A runaway success, the Hindi musical adaptation Piya Behrupiya has since performed nearly 100 shows across India and around the world. The company's director approached us to create promotional material for the production - something that could be sent to festivals and venues around the world.

We started with the title of the play and created a playful word mark for it. Working with limited resources, we came up with an innovative kit that would include a booklet and a DVD recording of the play wrapped up into a neat package inside an A3 poster. The visual devices of a moustache and pair of lips riff on the comic situation of a woman disguised as a man around which the play centers. The final pack can be sealed and mailed anywhere in the world.