Zincy Shale's Portfolio

Branding & Identity

About HOMA

This project was part of an academic exercise focused on identifying gaps in the market and developing a brand around an overlooked opportunity. I worked in a team of two to analyze emerging categories and consumer trends.

Through this exploration, we observed that modular kitchens were rapidly gaining popularity in Ahmedabad and across India. Despite this growth, there were very few brands that positioned modular kitchens as a distinct, premium offering with a strong identity.

Concept

This led us to explore a new direction. What if a modular kitchen brand could feel premium, yet distinctly Indian and authentic?

This idea became the foundation for HOMA, a conceptual brand that reimagines modular kitchens through a lens of cultural richness, material sensibility, and contemporary design.

Year

2023

About the project

This project was developed in the Research Methods studio, where research is treated as both a generative and evaluative design practice. Using mixed methods field observation, contextual inquiry, interviews, and diary studies I investigated how digital systems and physical infrastructure intersect in real-world public transportation experiences.

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Research Plan & Methods

To understand the complexity of night commuting, I applied a mixed-method research approach:

Method Reflection

I informally evaluated each method based on the type and depth of insight it generated. Interviews stood out for emotional depth, contextual inquiry clarified real-time behavior, observations revealed environmental factors, and diary studies captured patterns over time. This reflection helped me understand which methods were most effective and how they complemented one another.

Key Insights

Across interviews and observations, a recurring theme emerged: night commuters carry both fatigue and alertness. They are tired from long shifts, yet hyper-aware of their surroundings.