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Why haat?
Haat is the Hindi word for hand. So the literal translation of Haat Made is actually hand made. This name has both national (Indian) and international appeal. The word haat also sounds a lot like the english word heart which reflects the emotional investment of both the artisans and the people involved in the Aravindam projects.
Haat Made is a for profit project selling the produce made in the training from Aravindam Foundation to give underprivileged women a source of income and independence. Aravindam Foundation are in the process of creating a number of for profit projects encouraging entrepreneurship in the youth and women they work with.
Aravindam Foundation asked me to come up with a name and identity for two projects. The first is a training scheme for underprivileged women where they can learn traditional indian crafts in particular stitching, embroidery, paintings and needle work. Giving them an independent means of earning. The second is the sales and marketing of materials produced by the artisans trained by Aravindam Foundation providing them with a source of income.
To keep a synergy between the two parts of the project the names have been kept very close to each other. The training part of the project is called Haat Make, focussing on the process.
Aravindam Foundation will have two sides to the organisation, non profit and for profit. Although the identities will change the reference to Aravindam will always remain and the colour palate for all non profit projects and for all for profit projects will remain the same. All non profit adopting the burnt ochre and all for profit adopting the dusky pink palate.