Overview
Kappa is a youth-driven music channel under Mathrubhumi, known for spotlighting independent artists and the evolving culture of South India. With the launch of Southside Vol.1 under Kappa Originals, there was a need for a visual identity that captured the raw, rebellious attitude of the region’s emerging music scene.
Strategy & Idea
The brand is defined as the unfiltered voice of the new South — expressive, independent, and rooted in street-level creativity. Instead of a polished identity, the system embraces visual rebellion inspired by urban culture, graffiti, and vernacular youth expression. The goal was to create a language that felt alive, collective, and constantly evolving.
Identity & Design
The identity functions as a flexible logo ecosystem rather than a single mark. Developed in collaboration with Content Content (Kochi) and six local illustrators, the system consists of 36+ sticker-style logos that expand with each album release. The mixed illustration styles mirror the diversity of voices within the scene, while the raw, hand-made aesthetic reflects the attitude of underground music culture. This evolving visual kit scales across album covers, live show branding, merchandise, and social formats — giving Southside a recognisable presence without restricting its character or creativity.
