Love, Paati (which means Love, Grandma in Tamil) is a deeply personal book by Nethra Gomatheswaran. It gathers over 140 healing practices passed down through generations, rooted in everyday ingredients like turmeric, neem, and coconut oil.

Nethra traces her journey from childhood visits to her great-grandmother’s home in Tamil Nadu to the dissonance of seeing those same rituals rebranded as luxury wellness trends abroad. Love, Paati is her way of holding on to what matters, and honouring where it came from. 

︎︎︎ Forbes

︎︎︎ No Kill Magazine

︎︎︎ Family Style

︎︎︎ Fonts In Use

︎︎︎ Dishoom

Love, Paati holds space for both heritage and modernity, honouring South Indian rituals in a clear, contemporary way, set within a calm, spacious layout that lets each ritual breathe. We chose Grand Slang as the display typeface for its expressive curves and quiet nod to the rounded rhythm of Tamil script — striking a balance between familiarity and freshness. The clothbound cover adds a final layer of warmth and care, making the book feel like something to return to — and eventually, pass on.

We led the art direction for Love, Paati, working closely with photographer Vasanth Kumar across locations in Tamil Nadu and Kerala, from Chettinad homes to the quiet backwaters, in spaces that gave the book a tangible sense of place. At the heart of it all was Paati herself, whose presence brought warmth and soul to every frame. The imagery leans into softness and imperfection, with grainy textures, gentle shadows, and compositions that feel lived-in rather than staged.

CREATIVE DIRECTION
Actual Friends

Nethra Gomatheswaran

ILLUSTRATION & ANIMATION
Shahina Ahmed

Vasanth Kumar
Krithi Krishnan

CASE STUDY PHOTOGRAPHY
Seeing Things