PlusOne Design has unveiled a new brand identity for Indicus Paints’ luxury interior emulsion, Neote, designed specifically for the South Indian market. 

The project combines cultural insight with contemporary design, resulting in a brand that is rooted in Tamil heritage while aligning with modern luxury aesthetics.

The identity reflects a broader shift among Indian consumers toward personal and cultural expression within living spaces. Moving beyond surface-level ornamentation, the design draws from Tamil Nadu’s artistic, architectural, and performative traditions.

The packaging and visual language incorporate symbols such as Bharatanatyam, Kolam, and classical instruments like the Veena and Nadaswaram, alongside references to landmarks including the Meenakshi Temple. These elements are brought together within a bold, contemporary framework anchored by a strong purple palette, blending heritage with modernity.

A key feature of the identity is the Neote, logo, which takes typographic cues from the fluidity and rhythm of Tamil script, echoing the viscosity of paint. The result is a mark that feels both expressive and refined, positioning the brand as locally rooted yet globally relevant.

The identity aligns with a wider shift in India’s design landscape, where regional narratives and indigenous aesthetics are shaping a more confident visual language. Through this approach, Neote is positioned not just as a product, but as a cultural statement.

Gokul Basker, brand founder, Indicus & Partner, VNC Group, said, “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 Bharatanatyam 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.”

Gautam Patil, co-founder and design head, PlusOne Design, added, “Designing Neote 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.”