60 Experiments in Looking
Branding, Product Design, Packaging
Brand: Just Looking
Founder: Menka Saghvi
Sector: Creative Tools and Mindfulness
Services: Art Direction • Visual Identity • Product Design • Illustration
Category: Personal Project + Community Project
Overview
60 Experiments in Looking is a pocket-sized deck created in collaboration with mindfulness researcher and author Menka Sanghvi, designed to help people slow down, look more closely, and rediscover curiosity in their everyday environments.
As the sole designer and art director, I worked with Menka to bring her ideas to life through a visual identity, product design and packaging system that reflects the project’s intention of noticing the extraordinary in the everyday.
The Challenge
Just Looking began as a local photography club encouraging people to pause, notice and reconnect with their surroundings.
As the community grew into a global network, Menka wanted to translate its philosophy into a physical tool, something anyone could carry, use outdoors, and return to whenever they felt overwhelmed by digital noise.
The challenge was to design a product that embodied clarity without decoration, durability without heaviness, and mindfulness without clichés.
Approach
Working closely with Menka, I art-directed a system that intentionally steps back to let the reader’s attention step forward. Every choice — typography, scale, colour, material, layout — was guided by the project’s core question:
How do we design something that invites noticing rather than performing?
How do we design something that invites noticing rather than performing?
We chose a minimal, typographic-led design to remove distraction and allow the prompts to stand on their own. The cards were designed for outdoor use, printed on FSC-certified, durable, plastic-free stock.
The black reusable tin was selected to be friendly to travel, comfortable in the hand and timeless in aesthetic. A subtle system of type hierarchy and spacing creates rhythm without imposing visual noise. Supporting materials — stickers, guidebook, newsletter identity — were designed as a gentle ecosystem that reinforces the philosophy of moving slower and seeing more.
Throughout the process, we collaborated iteratively, treating the work as a quiet conversation between design and attention.
Deliverables
Full Visual Identity for 60 Experiments in Looking
Product Design of the 60-card deck
Art Direction for the Just Looking brand extension
Packaging Design (reusable tin, wrapper and inserts)
Typography system and micro-layout principles
Photography direction and promotional visual assets
Support materials for workshops, retail and community events
Impact
The finished product launched in 2025 and has since become a flagship tool within the Just Looking community, used by: educators, facilitators, artists, therapists, families, creative communities, global organisations including Creative Mornings.
The deck is now in homes and studios across 40+ countries, and featured in talks, workshops and public events led by Menka and her collaborators.
The clarity and usability of the design has strengthened the reach of the movement, making the philosophy behind Just Looking accessible, portable and easy to return to.
Outcome
60 Experiments in Looking is a design object with purpose: a simple, durable, human tool that helps people see the world differently. By pairing intention with clarity, and philosophy with practical design, the deck reflects the heart of Menka’s work — slow noticing, gentle curiosity and the practice of seeing with care.
This project stands as an example of how thoughtful design and meaningful ideas can come together to create everyday tools that deepen how we relate to ourselves, our communities and our surroundings.
