Kulfi Beauty

Kulfi Beauty

FULL SERVICE CREATIVE:

BRAND STRATEGY
VISUAL IDENTITY
PACKAGING
CREATIVE DIRECTION
CAMPAIGN
COPYWRITING
PRODUCT PHOTOGRAPHY
WEBSITE DESIGN
DEVELOPMENT

Kulfi is a cosmetics company founded on the value of celebrating the rich culture and beauty of South Asians. The founder of Kulfi, Priyanka Ganjoo, noticed a major void in products designed for South Asian complexions along with being virtually left out of the beauty conversation.

The brief was to create a brand highlighting South Asian beauty and the goal was to do it in a way that felt fun, like a beauty playground where you’d want to hang out and bring your friends.

As Creative Director, I helped build the brand from scratch working on everything including: strategy, branding, visual identity, packaging, launch campaign, art direction, copywriting, and website. In addition to this, I styled, photographed, and retouched the Kajal product photography seen below.

NAZAR NO MORE CAMPAIGN

Kajal (meaning eyeliner), has traditionally been used to protect people from Nazar ( the evil eye / gaze) in many different cultures. For women and gender expansive folks of color, it can be exhausting to navigate the conflicting signals we receive from culture, society, and family.
The Nazar No More campaign is about empowering ourselves to define beauty from our own perspective rather than the gaze of others. The art direction was inspired by actresses in Bollywood movies from the 80's and 90's who exquisitely conveyed so much emotion through their eye and hand gestures.

PRESS & AWARDS

Kulfi has been featured in: Vogue, Forbes, Vice, Allure, Brand New, Byrdie, Refinery29, Creative Boom, The Dieline, Bustle, Glamour, and more.

Kulfi has also won two merits in both ADC Logo and ADC Branding Systems categories.

CREDITS

Brand Strategy, Creative Direction & Design: Badal Patel
Campaign & Copywriting: Badal Patel
Website Design: Badal Patel | Development: Jai Pidugu
Client: Kulfi Beauty
Illustration: Aditi Damle | 3D Visuals: Aarman Roy
Product Photography: Badal Patel
Campaign Photography & Video: Melissa Isabel & Frankie Leroux
Production & Styling: Reva Bhatt
Models: Sarennya Srimugayogum, Bethany Morrison & Eyesmin Yunus
Makeup: Amrita Mehta, assisted by Erica Janssen
Hair: Takuya Yamaguchi, assisted by Chika Keisuke