Kea Cosmetics is a brand that delicately merges the western context of beauty with the Indian ethos of being unique.
The vision was to create a brand which resonates well with young and quirky Indian women that want to express themselves in their unique way. Keeping this in mind, we chose to go for a wordmark that is simple yet has a character of its own. We added a little star with the wordmark to add a little fun & quirk to the identity. A broad colour palette allows different women to be able to identify themselves with the brand ensuring a higher recall value. It also helps us use the brand visuals and language in many different ways and avoid making the brand look monotonous.
Moving on to the visual language, we chose various motifs and elements that represent India to be used in a modern colour scheme, representing the combination of the western & Indian culture, which is the core of the brand.
The identity was then applied to various products for the brand like boxes, pouches, lipsticks and makeup brushes. Keeping in mind that the brand is supposed to be out-and-out quirky, we also participated in the naming of some of the products in a way that was funny, punny and very Indian in its nature.
Breaking the style of providing Indian women with cosmetics that look and feel very western, Kea was conceptualised to set new standards of beauty for the Indian women while staying modern. We went on to design the social media templates, packaging guidelines and various other collaterals for the brand that are seen across a variety of digital and physical touchpoints.