CREAMY
JAIN MODI.
The Andhra Pradesh State Handloom Weavers' Cooperative Society Limited.
Brand identity redesign developed as a classroom project at NID Andhra Pradesh.
CLIENT
SECTOR
Handloom & Textiles
APCO
(Academic Project)
How do you modernize a 50-year legacy without losing its soul? That was the question that guided me when I chose APCO, the Andhra Pradesh State Handloom Weavers Cooperative Society, for a rebrand. Since 1976, APCO has represented over 200,000 artisans, yet its visual identity didn’t reflect the depth, artistry, or cultural richness of their work.
When I first saw their brand, it felt outdated and disconnected. APCO preserves traditions like Pochampally ikat, Dharmavaram silk, and Uppada jamdani, but none of that came through. The brand was scattered across offices, with no unified voice or sense of the craft and emotion behind each piece.
The turning point came when I realised APCO was more than a cooperative. It was keeping traditions alive, with families passing down weaving techniques, dyeing methods, and stories for generations.
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Exploring their textiles, each region revealed its own character, from the bold geometry of Pochampally ikat to the softness of Venkatagiri cotton, the shimmer of Dharmavaram silk, and the delicacy of Uppada jamdani. The identity had to speak to both the master weaver in a rural workshop and a young designer who values handcrafted work.
The new logo is inspired by the shuttle used in weaving, interpreting interwoven threads in a simple and modern way while staying rooted in the craft.Its geometry hints at ikat and jamdani motifs, balancing tradition with a contemporary look. The color palette draws from warm, earthy, and vibrant tones inspired by Andhra Pradesh’s textiles. Typography respects both Telugu and English, feeling culturally grounded yet globally confident.​
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A refreshed identity does more than update a logo. It helps people see and value the care, skill, and stories behind every piece. By positioning APCO as a heritage luxury brand, the rebrand gives weavers pride in their craft, creates new opportunities in the market, and sparks curiosity among younger generations to engage with and carry forward these traditions.​
A refreshed identity does more than update a logo. It helps people see and value the care, skill, and stories behind every piece. By positioning APCO as a heritage luxury brand, the rebrand gives weavers pride in their craft, creates new opportunities in the market, and sparks curiosity among younger generations to engage with and carry forward these traditions.
This project reminded me of something I deeply believe: design can preserve culture. The artisans did not need me to add meaning—they needed a system that revealed the value already woven into every thread. The best rebrands do not reinvent, they reveal, and APCO’s story was extraordinary all along.