Purple
A New Identity for a New Fashion Chapter.
A brand identity transformation for Purple, a women’s fashion label evolving from a clothing-focused sub-brand into a broader, more distinctive fashion brand. Inspired by Greek and Roman design principles, the identity combines a custom typographic wordmark with a symbolic mark rooted in beauty, fashion and feminine expression.
Brand & Strategy · Creative & Production
The Challenge
From Clothing Label to Fashion Brand
Purple was being developed as a sub-brand within the Khurana Shawls and Adhvika clothing group, with ambitions to establish itself as a stronger fashion destination for women.
The challenge was to move beyond the limitations of a clothing-focused identity and create a brand that could support a broader fashion offering, while feeling contemporary, memorable and internationally relevant.
The existing identity needed more than a cosmetic refresh. It needed a stronger relationship between symbol, typography and brand meaning.
- Build a more international visual presence
- Expand the perception of Purple beyond clothing
- Improve the logo's legibility and aesthetic character
- Create an identity flexible enough to work across products and materials
The Strategy
Root the Future in a Richer Past
The creative direction looked to Greek and Roman design principles for a visual language that could feel historic, elegant and culturally rich while remaining relevant to a contemporary women's fashion brand.
Research into established luxury fashion identities helped define the desired territory, while architectural references provided the foundation for the identity's geometry and proportions.
The strategic idea was to create a brand that could communicate:
Execution
From Form Factor to Final Identity
The design process began with the most fundamental question: what should two products in one actually look and feel like?
We explored unconventional package forms before developing the final dual-container structure, creating a compact bottle that houses separate shampoo and conditioner volumes within one unified silhouette.
The final direction brought together:
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Form
A rounded, ergonomic silhouette with smooth edges designed for comfortable everyday handling.
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Function
A slightly larger shampoo compartment and smaller conditioner compartment reflect typical usage, while the cap is designed for easier opening and closing.
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Brand Identity
A compact DUET mark reinforces the idea of two products working together as one.
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Colour
Vibrant yellow, green and pink variants create differentiation across product types while expressing the energy of the target audience.
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Typography
Minimal sans-serif typography keeps the packaging clean and modern, with elongated letterforms echoing the rounded geometry of the bottle.
The Impact, Quantified
A Two-in-One Concept With a Clear Product System
The outcome translated the original idea into a tangible packaging system with clear product differentiation and a consistent visual language.
| 3 | 2 | 1 |
|---|---|---|
| Hair-care series | Products combined in one format | Unified packaging system |
| Normal · Dry · Oily | Shampoo + Conditioner | Shared DUET identity |
The concept demonstrates how product architecture, usability and brand expression can work together, turning the two-in-one proposition into something visible through the physical form itself.
The Work, As It Happened
Execution You Can See
The work progressed from audience definition to brand positioning, form exploration and packaging development, before moving into the final visual identity.
The final system brings together the bottle construction, DUET logo, product naming, colour variants and typography into a cohesive packaging language.
From the first form studies to the final yellow, green and pink product visualisations, every element reinforces the same idea:
Two essentials. One bottle. A simpler routine.
In Their Words
We'll Let the Results Do Most of the Talking
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“Koncept rebuilt our entire online presence in under three months, and our online orders have nearly quadrupled since. They think like a partner, not a vendor.”
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“What stood out was how few people we had to talk to get things done. One team, one point of contact, and the work still felt senior at every step.”
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“We've worked with agencies twice their size that couldn't move this fast without breaking something. Koncept hasn't dropped a ball yet.”
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“Their strategy work alone justified the engagement. The creative and performance marketing that followed just compounded it.”
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“Time zones were never an issue. It genuinely felt like they were down the hall, even with a twelve-hour difference.”
Where Else We’ve Delivered
