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 to root Purplle in its Indian identity while celebrating the diversity of its users.
Through bold colour palettes, layered textures, gradients and patterned logo explorations, this identity embodied 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. The language had to show how these choices could drive growth, consistency, and trust rather than just aesthetics.
Eventually, 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’.
Developed With
Ajay Ramaswamy (Head of Design)
Lekha Shastry (Creative Associate, Design)
Varun Khullar (Head of Copy)
Avantika Viswanathan (Creative Associate, Copy)
Ajay Ramaswamy (Head of Design)
Lekha Shastry (Creative Associate, Design)
Varun Khullar (Head of Copy)
Avantika Viswanathan (Creative Associate, Copy)