We collaborated with Project Qaafi to develop a heritage-rooted yet contemporary brand identity for their mindful skincare line.

Mindful Skincare, Rooted in Heritage
 
Project Qaafi aims to disrupt a skincare market overflowing with unnecessary products. The brand's philosophy, embedded in its name—'just enough' in Urdu—champions effectiveness and minimalism, resonating with modern Indian consumers craving authenticity and simplicity.
 
The Challenge
In a saturated skincare market dominated by excess and complexity, Qaafi sought to create a distinct identity that would:

• Cut through the visual noise of conventional beauty packaging

• Reflect its commitment to indigenous ingredients and formulations

• Balance contemporary design with cultural resonance

• Communicate efficacy and mindful consumption
   

Our Approach
The design strategy focused on creating a brand identity that feels both familiar and forward-thinking. We developed:

Typography & Identity

• A bold, sans-serif wordmark that breaks away from traditional feminine-coded skincare aesthetics

• Custom 'f' character inspired by the Devanagari बड़ी ई की मात्रा, grounding the brand in its Indian heritage

• Secondary brand assets including a distinctive 'tara' (star) and 'tula' (scales) motif

Visual Language

• Strategic fusion of nostalgic Indian elements: firecracker packaging stars, regional calendar typography, and matchbox chevron patterns

• Halftone artwork reminiscent of vintage Bollywood visuals

• Bold geometric forms that command attention while maintaining sophistication

Packaging Innovation

• 100% recycled concrete-textured paper with embossed details

• Strategic window cutouts revealing product information

• Interactive inserts featuring life-sized portion guides

• Straightforward communication of product benefits

• Integration of familiar Indian visual cues
   

The Outcome

The resulting brand identity successfully:

• Establishes Qaafi as a distinctive voice in the Indian skincare market

• Creates an immediate emotional connection through strategic use of nostalgic elements

• Delivers practical innovation through intuitive user experience design

• Maintains a premium positioning while championing sustainability

• Effectively communicates the brand's philosophy of mindful consumption
   

Project Qaafi represents a new direction in Indian skincare—where heritage meets modernity, and where design serves both form and function. The brand stands as a testament to the power of thoughtful design in creating meaningful consumer connections.