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.

Beauty for Bharat

“The beauty category has been designed around the elite. We believe however, that beauty matters to every woman.” — Manish Taneja

Purplle was founded to make beauty accessible to Bharat. The foundation of the brand is a deep understanding of the beauty consumer of middle India — distinctive, diverse, socially conscious, and growing in aspiration.

After building themselves as a beauty & personal care e-commerce platform, the next phase for Purplle.com was multi-pronged.

Celebrating Indian Beauty

The brand redesign needed to be a celebration of everything that Purplle stands for.

Diversity | Inclusivity | Fun | Innovation

For Purplle, beauty isn’t reserved for a select few. It is everyone’s to enjoy, regardless of age or region or gender. Our audience is confident, individualistic, experimentative, and constantly evolving. They want the freedom to experience the joy of beauty in their own way.

Brand Identity

‘Puh’

Inspired by various scripts found within India, the logo blends together the “ प “ characters to express a sense of diversity. It also tried to embody the fact that the joy of beauty is a feeling universal to all, no matter where they come from. Stable yet fluid, our logo stands for conversations beyond linguistic barriers, endless possibility and celebration—the dot at the end resembling a burst.

Our Colours

For Purplle, beauty isn’t reserved for a select few. It is everyone’s to enjoy, regardless of age or region or gender. Our audience is confident, individualistic, experimentative, and constantly evolving.

They want the freedom to experience the world of beauty in their own way.

Our Patterns

The graphic patterns are derived from our logo “ प “. The simple graphic allows for a limitless number of dynamic patterns which bring in strong brand recall.