Be Brown, co-founded by Shoaib Ahmed and Bushra, is an Indian streetwear brand built on pride in brown skin and a dedication to resonating with the Indian and broader Asian audience. With Shoaib’s creative direction and Bushra’s digital marketing skills, they sought to create something unique: a brand that’s unapologetically representative of their culture and heritage.

Their target audience is clear: young Indians and Asians who want to wear something that represents them. In a market filled with generic streetwear brands, Be Brown saw an opportunity to stand out by focusing on cultural pride and individuality. But to do this, they needed more than just a logo—they needed a strong, cohesive brand identity that would resonate from day one. That’s where I came in

Shoaib and I had worked together on past projects, and he knew my approach to design. When he and Bushra decided to launch Be Brown, he reached out, and we set up a discovery session. This was more than a quick chat; it was a deep dive into everything they wanted their brand to stand for. During our hour-and-a-half call, I asked over 30 questions, covering everything from their vision and values to who their target audience really was. By the end of it, we were all on the same page, and the goals for Be Brown’s identity were crystal clear.

Shoaib and Bushra were thrilled with the final brand identity and immediately set things in motion. After a successful launch, Be Brown began rolling out their first products with pride, and the early feedback has been fantastic. Though the brand is newly launched, the initial responses have been very positive, showing that Be Brown’s identity is already striking a chord with its audience. The photoshoots have come together beautifully, bringing out the brand’s full personality and connecting with their audience just as we hoped. The response has shown that we didn’t just create a look for Be Brown, we built a brand that resonates deeply with the people it was made for.

Today, Be Brown is ready to make its mark in the streetwear space, with a unique brand identity that celebrates brown skin and Asian identity. For Shoaib, Bushra, and the brand’s audience, Be Brown isn’t just clothing—it’s a statement. And as their brand continues to grow, they can confidently move forward with an identity that’s true to who they are.