Kiss Branding – The Pink Ladoo Project Corporate Branding
“For many South Asian girls, the day they’re born is the day they have to start defending their value and worth in society. In 2018, a newborn girl is still often welcomed to the world with wails of mourning and shame.The Pink Ladoo Project was founded as an urgent need to raise the awareness of this gender-bias behaviour, elevate the value of women and bring this important conversation into South Asian homes.One tradition that keeps such thinking alive is the offering of a round yellow sweet, called a ‘Ladoo’, as a marker of celebration only for the birth of boys. So the answer was simple… turn the Ladoos pink and celebrate the birth of girls. This transformation of a yellow Ladoo into a pink one creates a powerful yet simple symbol of protest against a bygone sexist custom. Kiss was given the challenge to create an identity that clearly conveyed the project’s mission and gives credibility to its cause. So we built an identity that felt unique to the cultural origins yet welcoming to everyone, while balancing an empowering spirit and female tenderness – a brand that has the strength to fight for it’s belief and create a new future of celebration. An upright hand with a circle in the palm is a significant symbol in South Asian cultures, often depicted on images of Goddesses, it’s also painted on a bride’s palms before their wedding day – symbolising femininity and womanhood. In addition, Ladoos are traditionally made by the mums, aunts and sisters of the family by rolling them in their hands.We tied this all together, turning the Pink Ladoo into a symbol of power in the hands of the beholder. Creating an iconic identity and captivating slogan – ‘the power is in your hands’.