VIRTUAL London Heritages Conference

Abstract

Heritage, be it tangible or intangible, contributes to identity and memory. The process of giving reason for and meaning to one’s existence becomes a powerful cultural-affective anchor for the people. Beginning with a focus in the contemporary era, wherein globalisation in cultures is penetrating the design arena, heritage motifs are being progressively employed by designers to forge a relationship with their audiences articulating different social, cultural, and emotional factors. Drawing on Roland Barthes’ semiology theory, that suggests objects communicate through the interaction of information, this paper will examine how design fosters meaning and strengthens connections while also serving as a symbol of cultural identity and nostalgia. Unibic Indigo Airlines Chocochip Cookies Tin and Phool (Incense Brand) are among the principal cases sampled, highlighting the infusion of heritage character in their package designs, bringing the iconic expressions of Indian culture and modernity. An analysis of brands active in the local context, such as Gurjari, shall follow, which make significant cultural statements from their branding perspectives. The research puts forth a theory that using heritage as a design element is a conscious mechanism to create culture and emotional bonds rather than just a flourish. From these case studies, designers would learn the relevance of sustaining and redefining cultural identity, particularly in a global market, where success often existing with authenticity and emotional engagement.