Inspired by the wisdom of water, designed for a better tomorrow.
In 2025 we approached GuruJal, a water conservation non-profit in India with a proposal to future-proof their identity and rebrand themselves for their next era. We identified the core problems the brand’s current identity faced and took a more grounded approach to updating the image of the brand.
We shaped the GuruJal logomark from the most essential element of life - a drop of water. Within this simple form lives a sense of flow, reflecting movement, adaptability, and renewal.
The drop curves into the letter G, while the negative space quietly traces a J, holding the full name within itself. As an easter egg, the silhouette also suggests a gentle face inside the droplet; A nod to Mother Nature, reminding us that water is alive, nurturing, and protective.
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