"The series is an ode to functional design inspired by Brutalism," explained Gaur the inspiration behind this idea. "In a world where all brands are trying to get your attention, I wanted to experiment with stripped down, product level communication behavior of known brands, sans the embellishments they're typically identified with."

Gaur also explained the symbolism and the purpose of these brutalistic designs: "The objective was to try and start a conversation about consumerism—the role it plays in our lives and the way we perceive it. Being a founder of a design and advertising agency, working with brands on an everyday basis, where it's part of the job to build one, this was also a meta-perspective on my professional work."

A number of universally well-known brands are included in this experiment. We've asked Gaur if there was a specific reason why these particular brands were chosen. He said the following:

"I selected brands that have great recall, or contribute to the popular culture in some way or the other. Recall helps in being able to re-adjust the existing perception of the brand purely on shock value, followed by reason. The most interesting part of the project is the different challenges that each brand comes with. Some brands have mascots, while others use abbreviations (or monograms) as their brand name. To simplify the mascots or characters that are an integral (often most identifiable) part of some of these brands, I used pictograms keeping them close to the original form and proportions on the packaging."

Lastly, we've asked Gaur about his future plans regarding this project: "I plan to produce life-size versions of few of the brands from the series. They will be made in limited quantity in materials like marble dust and resin. Apart from this, I'm working on creating some work out of my writings—either as street art or installations where I want to explore this style further."