Standard is India’s largest fireworks manufacturer, and consequently one of the largest in the world. But they lacked the firepower to sell internationally, and asked us to create a brand that would carry their 500 SKUs across both a rapidly-gentrifying India, and the world.


We leveraged the fact that each type of firework had its own character and set about creating the back story and personality for each one, from angry soldiers to enigmatic acrobats which resulted in a crazy, beautiful, imaginative world.