BRAND IDENTITY DESIGN / BRAND EXPRESSION SYSTEM / PACKAGING DESIGN / 3D MODELLING AND PHOTOREALISTIC REANDERS / WEBSITE DESIGN / BRAND GUIDELINES / SOCIAL MEDIA BRAND GUIDELINES
A case study on redefining men’s natural skincare branding in India
Pure Brown, a brand under Purushya Wellness LLP, is a skincare company based in Raipur, Chhattisgarh, India. Dedicated to redefining modern masculinity, Pure Brown addresses men’s skincare needs through innovative formulations powered by 100% plant-based active ingredients. The brand creates high-quality vegan cosmetics crafted specifically for male skin. Founder Mr. Jigar Shah partnered with Suruchi Trivedi to lead the company’s rebranding, with the objective of elevating the brand’s premium appeal and reshaping the narrative of male grooming.
Brand archetype
The caregiver
Caregiver brands tend to depict the realness of everyday life. They don't shy away from reality and, in fact, wish to shed light on the world's problems.
Protects others from harm / Makes them feel cared for
Values: Well-being / Compassion / Empathy / High-end Quality
Personality attributes: Caring / Optimistic / Generous / Friendly / Nurturing
Brand identity design
The logo was designed to exude trust and purity, perfectly aligned with the brand archetype and strategy. The typefaces were meticulously crafted to be smooth, aesthetically pleasing, and inviting, in harmony with the broader cosmetics and skincare branding vision. The interplay of uppercase and lowercase characters creates a compact visual balance, while ultra spacious and distinct letters ensure high visibility even at smaller scales. Conceived as a combination-mark, the logo features a unique icon that visually represents pristine nature—drawing inspiration from the Himalayas, where the natural resources are considered the purest. A dynamic flying bird elegantly completes the mountain frame, adding movement and balance to the design. Collectively, these elements come together to not only define a powerful brand identity but also serve as a standout example in a men's natural skincare branding case study of a company based out of India.
The brand was designed to be a revolution to break male stereotypes and eliminate the toxic masculine mentality.
Graphic family: Organic (Natural Ingredients)
Look: Premium / Minimal but Informative
Feel: Pure and Natural / Premium
Brand typography family for caregiver brand archetype
We chose the font family to bring alive the correct emotions for a caregiver brand, ie. emotions of purity and premium quality. The minimal circular choice of text style was selected to achieve this and connect consumers to the very core of the brand.
Brand color palette to bring alive the proposed brand look & feel.
The brand colour palette was recommended to bring alive the emotions we wanted to evoke for cosmetic and skincare branding, i.e., feelings of freshness, purity, and nature. The unique colour palette was designed to make the cosmetic and skincare brand stand out in the category and look premium. In this men's natural skincare branding case study of a company based out of India, every aspect of the design was carefully curated to tell a story of authenticity, strength, and cultural pride. The color palette, in particular, was chosen to reflect both the heritage and the modern sensibilities of the brand.
Dark Browns ( #2a1709 & #543627 ) : The color of security, protection and material wealth. The color brown is a serious, down-to-earth color signifying stability, structure and support. Relating to the protection and support of the family unit, with a keen sense of duty and responsibility, brown takes its obligations seriously. It encourages a strong need for security and a sense of belonging, with family and friends being of utmost importance.
Skin Browns ( #946a57 & #c0907d ) : An attribute shaped by biological forces, skin color has come to influence our social interactions and societies in profound and complex ways. Its story illustrates the complex interplay of biological and cultural influences that defines and distinguishes our species. This color is what we brown Indians belong to.
Off White ( #ede9e8 ) : Off white shades are likely to conjure similar associations, though perhaps less so than pure white. Its link with religion means white can symbolize goodness, spirituality and sacredness. White is also often associated with innocence—for instance, a “white lie” is one considered to be harmless.
Turquoise Blues ( #0d6b7e & #14454e ) : The color turquoise is associated with meanings of refreshing, calming, sophisticated, energy, wisdom, serenity, wholeness, creativity, emotional balance, good luck, spiritual grounding, friendship, love, joy, tranquility, patience, intuition, and loyalty.
Demonstration of brand colors and font usage
These creatives show the importance and weightage of different brand colors. The application of the color palette, as per the branding guidelines we recommended, ensures consistency in the brand’s communication and complete uniformity in style and formatting for the skincare brand.
Product packaging design for cohesive branding across all product touchpoints
The packaging for our cosmetics and skincare line was designed to outshine the competition, build trust, and inspire shoppers to embrace premium offerings. After rigorously analyzing the product selling cycle and the target audience’s buying behaviors, we developed a tailored branding strategy and a corresponding packaging aesthetic. This strategy was put to the test in this men's natural skincare branding case study of a company based out of India, where key packaging elements were meticulously prioritized to guide the customer’s eye in a natural, engaging flow. The result was a packaging design that not only conveyed quality and sophistication but also performed exceptionally well on major e-commerce portals like Amazon, Flipkart, and Nykaa
Product usage guide design
For a caregiver archetype skincare branding, it was crucial to educate first-time users on how and when to apply the creams and oils correctly in order to achieve the best results. These fold-able booklets were designed to be a part of each packaging box.
Website UX/UI design
The aim was to build a memorable, conversion-focused, and future-proof website and e-commerce store that reinforced the brand’s value and deepened customer loyalty.
Our approach began with a deep dive into the target audience’s mental models, enabling us to merge data-driven insights with creative design innovation. This led to an intuitive user experience that drives engagement and conversion. Notably, these digital improvements formed a cornerstone of our work in the men's natural skincare branding case study of a company based out of India, where our UX/UI enhancements translated into higher conversion rates and a growing base of returning customers.
Brand collateral design
Branded stationery and collateral were designed to bring alive the caregiver men’s skincare branding essence, to help generate trust, communicate the brand values, showcase professionalism and strengthen the brand recall value at every touch point.
