Purplle Beauty
Identity Redesign & Campaign
Spring Marketing Capital, Mumbai
2021
The ambition was to create a brand that felt like confetti: playful, joyful, and unapologetically real. At the heart of the identity sat the puh — a logo reimagined in indic script — rooting Purplle in its Indian identity while celebrating the diversity of its users.
Through bold colour palettes, layered textures, gradients and patterned logo explorations, we built a design language that shimmered with the joy of self-expression and discovery, always portraying real, Indian faces.
The most demanding part of the project was ensuring consistency across touchpoints, particularly retail and store façades. Translating a digital-first brand identity into physical spaces revealed practical challenges — from sourcing the right materials to working within tight budgets. The execution was guided by a cautious approach, hesitant to embrace risk or fully explore a fresh, feminine, youthful aesthetic across an Indian market.
Navigating this tension became as important as the design work itself. Ideas had to be shared in a language that resonated with decision-makers who were older, more traditional, and often stubborn in their approach. It meant reframing concepts of joy, play, and accessibility in ways they could connect with — showing how these choices could drive growth, consistency, and trust rather than just aesthetics.
Eventually, we managed to bring the vision alive. Purplle emerged as a brand that was not only visually bold and distinct but also consistent across digital and physical environments. It became a destination that felt personal, accessible, and alive with moments of surprise — a true reflection of its promise as Har Indian ka beauty destination or ‘a destination of beauty for every Indian’.