PROJECT SUMMARY:
Surma Eye Cosmetics used to be the go-to brand among women from the era of 60's to 80's. It is an Indian brand and had monopoly in the cosmetic industry before the advent of international brands like Maybelline, MAC, Revlon etc which followed a certain language of beauty and hence dictated how the ideal visual grammar of a beauty brand should be. Despite being organic, other brands offering botanical products took over. After three decades the brand wished for a comeback and hence needed the visual grammar and guidelines to be revamped and Surma to be re-introduced.
Previous Logo
Previous Packaging & Applicator Design
Identity-grammar of other cosmetic brands ruling the market
BRAND IDENTITY:
Even though the brand had introduced different varieties of applicators and brushes, it's recall value lay in audiences in their 40's and 50's- as the traditional stone powder and wick. Thus in the new logo, a visual derivation of the same was used. The finished, linear lettering has been derived as an improved version of the single-stroke application of the product.
Wick Stroke
Transitions
Final Logo
Monogram Symbol
Logo & Logotype
Colour Guidelines:
The diagonal line over 'A' along with the colours visually represent the stroke of the traditional wick for recall value of the product's previous existence as a natural product. At the same time it acts as an accent punctuation so that the logo is read as a "beauty-esque" logo.
MANUAL FOR BRAND GUIDELINES:
PRODUCT PACKAGING:
A wide range of products from pressed-powder liners to liquid cosmetics, diluting mixers, herbal shimmer pigment powders, eye-shadows were introduced along with different applicators and brushes. In the packaging for brushes and applicators, the stroke above 'A' in the logo was extended depending upon how long or short the stroke of the product brush or applicator is.
STATIONERY DESIGN:
UI DESIGN FOR WEB APPLICATION:
Previously, there was just one traditional way of using the product. To promote the newly launched range of eye-cosmetics, the brand launched a 'Try The Look" application where users could upload their picture and try on different eye make-up looks recommended by celebritiy make-up artists and influencers and watch how to get the look step by step.
To interact with a clickable prototype, click this link: https://xd.adobe.com/view/97dd99ed-3672-402b-aa2b-c7d93f7282b9-c28e/?fullscreen
RETAIL EXPERIENCE:
As most consumers are conscious of trying out a new cosmetic brand especially when it comes to eye make-up, the retail experience allowed consumers to pick from a range of traditional beauty herbs, mix them by weight of milligrams and make their own beauty concoctions, try them on, buy them as pressed powders etc in addition to getting make-overs and buying launched products.
