Client: KEOSHA India

Services: Branding & Package Design

About KEOSHA INDIA

KEOSHA is a contemporary Indian wear label that entails clean yet effective approach to design. The label aims to bring its minimal and modern design philosophy to the forefront. It is a celebration of India’s rich heritage and craftsmanship – all of which is embodied in its modern resurgence of embroidery as a design focus. Each of its ensembles is crafted with attention to detail, using traditional techniques that have been passed down through generations of Indian craftsman & design infused with the magic of their skilled artisans, who bring years of experience and skills to every piece they bring to life. 

THE PROBLEM

KEOSHA, the visionary fashion brand committed to handmade designer garments confronted the challenge of expanding its product range through the recruitment of skilled artisans for its handmade designer garments. This decision was rooted in the brand’s commitment to creating unique, artisanal garments. However, the challenge lay in effectively communicating this initiative to a wider audience and using it as a branding strategy. Seeking a partner aligned with its vision, KEOSHA turned to Media Mousse.

THE APPROACH

Through creativity and a steadfast commitment to aligning with the vision and mission of the brand, Media Mousse played a pivotal role in helping KEOSHA overcome the challenges of repositioning and rebranding. As KEOSHA sought to redefine its identity and capture new markets, we brought a fresh perspective and innovative ideas to the table. We harnessed the power of storytelling, crafting compelling narratives that resonated with the target audience while staying true to KEOSHA’s core values. By skillfully integrating the brand’s mission and vision into every aspect of their media strategy, Media Mouse ensured that the rebranding effort felt authentic and purpose-driven. The result was a transformation that not only addressed the problems of repositioning but also breathed new life into the KEOSHA brand, securing its place in the hearts and minds of consumers.

Media Mousse developed a branding approach that emphasized a distinct identity. The brand name, KEOSHA, evoked uniqueness and sophistication, instantly memorable to consumers. KEOSHA’s innovative approach to integrating Indian architecture as a source of inspiration into the creative process added cultural depth and became a compelling USP that sets it apart in the fashion industry, making its designs resonate with a global audience. The brand logo, symbolizing the harmony of design and heritage, became a visual cornerstone. Unlike many other women’s clothing brands, KEOSHA’s Unique Selling Proposition (USP) of incorporating pockets into all garments further differentiated it in the market.

THE CHALLENGES

In the quest to establish a unique identity, we faced a myriad of challenges while crafting the branding strategy. We embarked on an ambitious journey to reshape the brand’s identity by defying established norms. The main challenge that we encountered was breaking free from the industry’s reliance on conventional gold as a symbol of luxury. The founder of KEOSHA was determined to chart a distinctive course, steering clear of the well-trodden path of gold accents used by countless luxury designers. So we suggested embracing the elegant and versatile charm of rose gold, a bold and unconventional choice that had not been associated with luxury fashion in the same way as traditional gold.

Furthermore, we incorporated the colors of pastel and soil brown into the brand’s palette where we faced the uphill battle of repositioning rose gold, pastel, and soil brown as symbols of sophistication and luxury. These choices were not only unconventional but also required a persuasive and meticulous branding effort to make them resonate with the target market by highlighting the cultural significance and emotional resonance of these colors. Rebranding KEOSHA with such an unexpected color palette was a bold move, challenging the status quo of luxury aesthetics and demanding a more nuanced, holistic approach to branding. By weaving a narrative around the uniqueness and authenticity of these choices, we helped KEOSHA differentiate itself from its competitors and successfully redefine luxury fashion. In doing so, we not only overcame challenges but also created a brand identity that was as unique as it was captivating.

THE COLLATERALS

We used our creativity in crafting the exquisite collaterals for the brand KEOSHA, ensuring a seamless and luxurious experience for customers. The Potli box, when opened, reveals the brand tagline, providing a captivating introduction to KEOSHA’s ethos.

The Outer box itself features an intricate architectural design that mirrors the aesthetics of the brand’s products, creating a strong visual connection between the packaging and the garments.

An invoice and thank-you card were included in every package, expressing genuine gratitude and enhancing the personal touch that KEOSHA offers.

The price tag, ingeniously shaped to match the brand’s logo, and the meticulously designed product card further exemplify the brand’s commitment to detail and luxury.

These thoughtfully designed collaterals collectively aim to immerse the consumer in the world of KEOSHA, not only conveying a sense of sophistication but also fostering a deeper connection between the brand and its valued customers. The creative approach to these collaterals plays a pivotal role in reinforcing the brand’s image as a purveyor of luxury fashion, leaving a lasting and memorable impression on consumers.

SOCIAL MEDIA

OUTCOME

We successfully rebranded KEOSHA, transforming its identity and market positioning. The brand’s unique features, creative approach, and compelling narrative resonated with the target audience, securing KEOSHA’s place as an emerging leader in luxury fashion.

This case study demonstrates our ability to navigate challenges, develop innovative strategies, and execute a cohesive brand transformation that aligns with the client’s vision and mission.

CLIENT FEEDBACK

I came across Himani on Leap.club and connected with her for the rebranding project of my clothing label. The project was extremely important for me, Media Mousse understood that and did fantastic work. You can count on Himani to consider all minute details and be there whenever you need her. Jhalak from her team is great with Graphics, and the Logo of Keosha and ideation behind the logo is just one testament to that. Media Mousse is great at what they do!

-Sanskriti Bankliwal

Founder, Keosha India