Created as a flagship thought leadership piece, this coffee table book reimagined how Product Management could be talked about. SAP Labs India, the R&D division of SAP, plays a quiet but important role in shaping products used across the world. At the center of this work are Product Managers making everyday decisions that influence how products grow and change. SAP wanted to tell their story in a way that felt grounded, memorable, and rooted in India.
The goal was to trace how Product Management in India has grown, told through the voices of those living it every day. Along the way, the book needed to share how product thinking works.
What good ownership looks like, and how the role continues to evolve, without turning it into a manual. More than anything, it had to feel human and easy to engage with.
If this story had to come from India, it needed to look and feel like it too. We chose Warli art, one of India’s oldest storytelling traditions, as the visual language for the book.
The content followed a simple, interview-style narrative that put Product Managers front and center. Their experiences shaped the flow of the book. The chapters were divided into four sections, each illustrated as detailed Warli scenes that portrayed interaction, curiosity, and collaboration.
Classic landscapes were reimagined with a modern twist: huts alongside laptops, meetings unfolding as part of everyday scenes. Every illustration was drawn from scratch, bringing together tradition and technology in a way that felt natural and thoughtful.
This was printed as a coffee table book using eco-friendly materials, and also released as an e-book so it could travel easily across teams and geographies.
Launched at SAP d-com India 2023 in the presence of SAP’s leadership team, the book quickly became a conversation starter. Its culturally rooted yet contemporary style helped shine a light on India’s role in global product development.
For a subject often seen as complex, we made Product Management feel relatable, approachable, and worth celebrating.
Best Print Media Advertising –
Special Mention in Design Awards –
Award for Design Excellence –
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