For 40 years, Indian women have turned to Blue Heaven for their 
makeovers. It was time to give Blue Heaven one. The change is a fresh take that 
preserves all that we loved about the old guard of makeup and adds the 
energy and modernity to make it the go-to makeup brand for the beauty 
fresher.

Adding ‘exciting’ to ‘accessible’

BLUE HEAVEN

We held on to the majestic height of the old logo and changed to a clean typeface. A combination that was the perfect mix of the ‘familiar new’. The result is a look that is distinctly Blue Heaven. It acknowledges the decades of love and trust that’s gone into the brand and shows its ability to evolve with the changing landscape of beauty.

We wanted to capture the precision and the search for finesse in the brand world.

Just like the desserts, the brand had to demonstrate sophistication, not claim it.

The most fabulous homegrown makeup brand that educates and excites all those who are new to beauty with the power of makeup.

A breakout success in the large-scale, mass market category.

Packaging and product naming that stood out on the retail shelf, information architecture that simplified directions for the beauty fresher, and social media and A+ content templates that gave Blue Heaven a global body language.

CMS is India’s biggest cash management company. Under a new leadership, it moved from being a part of a family-owned group to becoming a category growth driver.

While it changed as a company, the brand continued to hold on to legacy imagery and associations. It needed to refresh itself, to not just reflect its current truth, but to also align itself to the fast-changing world of money & transactions.

Helping a category leader claim share of future.

Connecting Commerce, captures the heart of the new CMS promise. It underlines the larger role that CMS plays. ‘Connecting Commerce’ is about connecting the different silos cash, ATM network management, retail management etc. to create an intuitive and abstract money management system. And through this we enable the different entities of people, banks, retail and corporates to interact with each other too.
This promise guides all that we do, and hence it finds a place everywhere the brand needs to be.

Even as a virtual world emerges, money still carries a weight with it that makes it cumbersome. The promise of CMS is to make the management and movement of money smooth and intuitive. CMS takes the responsibility of managing money off the shoulders of the business. It adds ‘movement’ and ‘flexibility’ to money.
This essential quality when applied to the currency note inspires us to envision an agile, energetic currency that best represents CMS.

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In a value-conscious market like India, online fine jewellery has thrown open the high gates of jewellery. The category is expanding from ‘ritualistic’ to ‘everyday’, bridal to non-bridal, and so on, eventually making precious jewellery an accessible commodity. But to women, jewellery is so much more than grams and carats.

Kumari Fine Jewellery is built for lovers of jewellery. For modern Indian women who spend on ‘objects of desire’ across fashion, lifestyle,and luxury to look and feel good everyday. The brand is designed to make fine jewellery a part of their wardrobe (and not lockers) with irresistible designs and a brand world that celebrates personal style. The brand name is an ode to the modern Indian woman, who wants to be the protagonist of her own story, in her own style.

Wearable Wonders

Kumari 

We wanted a name to capture a state of mind of not just giving in to the heart, but really owning it. Kumari is Inspired by the emotion of being the queen of your heart.
From the identity to the logomark- Kumari is unmissable, quite intentionally. 
The Kumari heart is crafted as a symbol that acts as more than a logomark. The wide appeal of the shape is reimagined through facets that stay true to the emotion and add the modernity we stand for. 

The central tenet of the brand is the flaunt value that we integrate at every step. From product to the experience, everything points to the ‘Extra-ness’ that we wholeheartedly endorse.

For the online experience, we created a distinctive look amongst heavy hitters in the category with a distinctive look. We wanted the user interface to be a friend rather than a salesperson. Exciting content, beautifully interspersed with the product, a focus on visual narrative and a clean and uncluttered journey have ensured brand affinity from the get-go.