When we were asked to create a brand identity for a new cosmetics and skincare brand started by a successful makeup artist, we took a long hard look at how beauty should be represented.
Cosmetics and skincare brands have had a large influence in the conversations that prevail about what is beautiful and what isn't. The industry is predominantly based on altering to adhere to a set standard of beauty. When we were asked to create a brand identity for a new cosmetics and skincare brand started by a successful makeup artist, we took a long hard look at how beauty should be represented.
We spoke to women who had themselves critically thought about what beauty means to them. We spoke to a public school principal, a writer, a founder of a sustainable visual communication studio, a dance studio entrepreneur, a relationship therapist and a public policy consultant on gender issues.
Cosmetics and makeup brands have long been about restoring “confidence” or about hiding flaws or looking presentable or having a certain skin tone or colour. Each and every women we spoke to highlighted how damaging this kind of communication has been on them and people around them.
What kept coming up is that beauty is an internal state of mind and not how one looks externally. And applying cosmetics or makeup is simple an expression, a kind of an art form. It doesn’t require perfection or a standard way of doing things. It is random, whimsical and mood based.
Feeling beautiful is a celebration, a celebration of this maddening thing that we are all on, a celebration of something we call life itself. We christened the name of this brand to reflect celebrating life — Luhkhaim, derived from the hebrew word L’chaim — a toast to life.
We wanted to celebrate life in all its forms. Celebrating our skin / our hair / our version of beauty / our moods / our life in all its forms.
Through Luhkhaim, we wanted to get the fun back in beauty.
When beauty is about joy, celebration and fun, women can choose to be feminine, bold, laid back, sexy, blaise, wild or whatever they feel like. They can choose to be a new person everyday and also choose to be the same person everyday.
We wanted the logo to reflect the celebration of different forms by having each letter of the logo be of a different style while belonging to the same font family.
There was one thing that Dhivya, the founder of Luhkhaim told us that will always remain with us and it was a statement that being the foundation of building this brand. She said that wants to create products that she can ask her daughter to use without any worry.
We wanted the brand to also reflect this philosophy and the communication from the brand to empower people in owning who they are and their bodies. Imagine a world where there are no standards of beauty except an individual expression of beauty.
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