The Curl Co had a vibrant and recognisable packaging language. Its bold colours and signature curve gave the brand strong recall, but the same visual elements were also competing with the information consumers needed most. Product names, benefits, and key callouts were difficult to read at a glance, making it harder to distinguish between products. As the brand aimed to expand into new markets and competitive ecommerce landscapes, the brief wasn't to redesign the brand but to rethink its narrative for better recognition and communication.

ROA

R.O.A.’s existing identity leaned heavily on a borrowed clinical-category aesthetic, making it difficult to build brand equity, recall, or shelf visibility. The opportunity was to reposition R.O.A. around its core demographic, India’s melanin-rich skin type and make its expertise in formulating for Indian skin more visible.

Dence

Body care is no longer just about cleansing or moisturising. It's a moment of personal indulgence woven into everyday life. Dence was created to elevate self care through high performance formulations and a sensorial experience, bringing together efficacy, indulgence, and accessibility. Built on the belief that consumers shouldn't have to choose between performance and pleasure, the brand transforms everyday body care into a premium yet approachable ritual.

Xtovia

Indian hair has higher porosity, textural diversity, and constant exposure to humidity and pollution. It needs different molecular approaches than Caucasian hair. Yet consumers were stuck choosing between expensive imports or mass-market products that lacked scientific credibility. Xtovia entered this gap with India's first patented, research-led molecular repair technology designed specifically for Indian hair physiology—priced below international competitors.

Pour'd Cocktails

Pour’d was created for the modern host who loves the vibe of a well-made cocktail, but doesn’t want the fuss that usually comes with it. While crafted cocktails are easy to find in big-city bars, the experience rarely travels home — mixing feels tedious, recipes feel intimidating, and the end result often falls short of what you’d get at a speakeasy. Pour’d steps into that gap with ready-to-pour cocktails that deliver bar-level quality and flavour in a format that’s effortless to serve.

Within Beauty

The design system was built keeping their large portfolio in mind as well the growing aspirational value of the indian consumer that was highly exposed to international brands. The clean and distinct identity created a base for a lifestyle that promoted the brand core values of simplicity, clarity and transparency.