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It's Sweet To Be Kulfi
Kulfi is a cosmetics company founded with a mission to celebrate the rich beauty of South Asians, creating much-needed representation in the industry. Super Spicy partnered with Team Kulfi from the ground up, leading strategy, visual identity, packaging, naming, copywriting, website, digital design, art direction, and campaign.
The challenge was to create a brand that resonates with the South Asian community while inviting others to connect, learn, and experience it. Part of our strategy for Kulfi centered around inspiring connection at every turn.
Since launch, Kulfi has blossomed into a brand that feels like home for its community. The brand’s core values and design garnered much attention, landing Kulfi in-store at Sephora and earning accolades in press and awards.
Awards: ADC Logo (Merit), ADC Branding (Merit)
VISUAL IDENTITY
AND PACKAGING
The brief called for a playful, nostalgic identity, reminiscent of the joy of sharing kulfi (South Asian ice cream) on the playground with friends. We carried this spirit into the brand, balancing cultural depth with a modern, approachable feel.
The custom logo takes its cue from calligraphic swashes seen in South Asian scripts, with the 'fi' ligature giving a nod to the brand’s first product by mimicking winged eyeliner. We brought in quirky illustrations to add a layer of cheekiness and created playful product names as a way to build out brand storytelling.
ART DIRECTION
The art direction draws inspiration from Bollywood actresses of the 80s and 90s, whose roles were often reduced to 'Item Numbers.' Despite this, they exuded so much emotion through their eyes which heavily influenced our creative approach.
We cast models with diverse skin tones and identities to show more nuanced representation of South Asian beauty and hired a fully BIPOC production team to further their mission of inclusivity.
CAMPAIGNAND WEBSITE
Kajal (eyeliner), Kulfi's first product, has traditionally been used to protect against Nazar (the evil eye / gaze) in many cultures. While some believe in this superstition, navigating the conflicting signals from society and culture can be exhausting. The Nazar No More campaign empowers the Kulfi community to define beauty on their own terms, rather than through the gaze of others.
In addition to the campaign, we extended Kulfi’s vibrant personality into its digital presence. The playful website experience, combined with culturally rich social content, fosters a sense of connection and community, creating an inviting space where users can explore, engage, and feel seen.
Credits:
Product Photography: Badal Patel; Campaign Photography: Melissa Isabel and Colette Aboussouan; Video: Frankie Leroux; Styling: Reva Bhatt; Makeup: Amrita Mehta; Takuya Yamaguchi; Illustration: Aditi Damle
SERVICES
Brand Strategy
Naming
Visual Identity
Packaging
Print Design
Copywriting
Web Design
Art Direction
Campaign
Super Spicy is a small yet seasoned creative studio, dialing up the flavor for brands big and small. We blend strategic thinking with creative approaches to craft meaningful human experiences that drive culture and offer a taste of delight. Led by Badal Patel, an award winning designer, our work has also been recognized by the likes of Forbes, Vogue, Allure, Brand New, It's Nice That, The One Club, and The Brand Identity, to name a few.
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