Lovechild

Lovechild launched with personality, playful names, visual energy, and Masaba Gupta’s unmistakable presence. Two years in, that playfulness had built recall. But it had also started to feel like a ceiling.

The brand needed to mature without losing its spark. We began with brand intelligence, auditing over 100 Indian and global beauty brands across product, formulation, design language, communication style, and founder-led narrative. Then we went deeper, listening to women across metro and non-metro India about how beauty actually lives in their routines. Not aspiration data. Community intelligence, about trust, credibility, and how celebrity brands get judged differently from faceless ones.

That intelligence shaped the brand identity work that followed. The logo was simplified. Gold was introduced as a considered accent. Visual rules were defined so quirk stayed intentional rather than overpowering. Packaging language was refined to feel credible and usable, not just distinctive. And the framework for how Masaba and Lovechild show up, together and apart, was made explicit, so the brand could stand on its own.

Before any of it went live, key directions were tested with real audiences, ensuring the evolved identity landed the way it was meant to, not just the way it looked on a deck.

The campaign that followed said it simply: ghus ghus ke. Beauty that fits into everyday routines and conversations, without trying too hard. And the result was a more mature brand with the same charm.