Gully Boy

A merchandising proposal for Gully Boy, developed with Varun Mehta and Jeet Soneji for Urban Monkey India and Yash Gangwal, in collaboration with Excel Entertainment. The pitch was rejected; the work is presented here as a design study rather than released film merchandise.

The team explored the visual language of hip-hop through a bold geometric alphabet. Tight counters and narrow gaps suggest the streets and lanes associated with the film. A complementary Hindi typeface carries the same formal logic into a bilingual system.

The archive follows that system from letter construction and sketchbook tests to graphic compositions and proposed apparel and accessory applications.