Our very first investee brand, Purplle will always hold a space close to our hearts. We hence got to have front-row seats to their evolution. From a purely digital marketplace, the brand expanded to build its own private labels in skincare and colour cosmetics, and now to an offline retail presence. With the business growing and changing, the brand also needed an evolution. We partnered with Purplle to rethink the brand identity, keeping the business ambition in mind — and the Purplle consumer at the heart of the brand.