Weaving In Sparkles For Kulfi’s Zari Eyes

For Kulfi's latest product line, Super Spicy was tasked with product strategy, naming, packaging, and art direction. This shimmery range of metallic eyeshadows reminded us of Zari, the gold or silver thread woven into traditional South Asian textiles, which became our inspiration.

The Zari Eyes launch was post Covid, as the world started to open up after isolation. For the campaign we aimed to recapture the joy of getting all dressed up and going out for the night with friends. The art direction embodies this vibrant, sparkling spirit along with product names like Chammak Challo, Disco Dreams, Bronze Brocade, Sitara Sparkles, and Auburn Aura, nodding to rich South Asian heritage.

Credits:
Photographer: Anisha Sisodia; Producer: Tala Barbotin Khalidy; Stylist: Reva Bhatt; Makeup: Aya Tariq; Hair: Ben Martin