scope 

Kasya had already established its presence and holds in its market, but it fell short of truly connecting with its audience. The brand reached out to us with the goal of strengthening their relationship with the customers and enhancing their position in a competitive market. Additionally, the emotional relevance wasn’t reaching its full potential. The scope was to enable customers to relate to the brand, and its story, and be inspired.

solution

Kasya’s collections and products allowed us to explore relatability to their audience in their positioning. Our approach went beyond communicating the versatility of their offerings; we focused on showcasing their everyday designs as a seamless part of daily life for their customers. By fine-tuning various aspects of the brand, we defined how the brand is presented and perceived to create a stronger and deeper connection with their audience, helping them feel confident in their own skin and envision Kasya as a partner accompanying their journeys.

prologue 

impact

We focused on creating an empowering and deeply emotional outlook while repositioning Kasya. Kasya resonates deeply with their audience: women from all walks of life with multiple journeys, whether homemakers or entrepreneurs, seeking something fresh yet within their comfort zone, something that makes them feel confident in their own style at all times and occasions.

In this way, we helped the brand widen their audience and yet connect with each individual they serve with refined taste, touching hearts and wardrobes alike.

a step ahead

pre-strategy

Building a bridge between Kasya and their audience started with understanding the processes and ethos. We visited the factory, conducted in-person client interviews, and explored the clients' needs, expectations, and aspirations. 

This research helped us choose to centre the narrative around the brand’s name, Kasya, creating a story that resonates with their audience on every level and adds meaningful value to their lives.

voice of all

strategy 

Strategising Kasya’s positioning began with a simple message, ‘An Ode to You.’ We focused on telling the brand’s story, exploring and showcasing the meaning behind the name ‘Kasya’. To shape the brand’s identity, we aligned it with three archetypes: 

Everyman

Explorer

Creator

Why?

Because Kasya embodies inclusivity like the Everyman, shares the Explorer’s curiosity in blending modernity and tradition, and embraces the Creator’s spirit of redefining distinctiveness, where horizons of roles have shifted and equality has become the new normal.

This approach gave the brand a distinctive personality—bold, accepting, inviting, introspective, and expressive—reflecting what their customers sought and what Kasya inherently stands for.

annotation is thought

brand story

Kasya’s story finds its roots in its very name. We aimed to connect with their audience on every level, embodying both ‘who’ women want to be and all ‘of which’ they are made of. This reflects the brand’s name.

It is also inspired by the term Kashaya which symbolises balance. The brand speaks with inspiring confidence and embodies a playful spirit that celebrates women, and empowers them to actively choose individuality over conformity.

born to shine

logo

Transformation is an inevitable part of life, in all things natural as well as man-made. We recognised that this resonated deeply with Kasya’s mission to support their customers’ journeys of exploration, growth, and self-evolution. So, we made this the core essence of the brand.

The logo was crafted taking inspiration from modern geometry, with the butterfly as the logomark to symbolise magnificence, elegance, and transformation. We paired it with a simple stylised logotype that emphasised Kasya’s fashion-savviness and respect for tradition.

for every occasion

visual identity

Being a highly visual-first brand, we knew we had to be exceptionally creative with their visual identity. We took an approach that combined modern typography with a rich, culturally relevant colour palette.

Elegant visual elements were created to reflect culture, storytelling, and relatability, ranging from Indian motifs and ethnic patterns to stitchline-inspired details, linear vectors, and bold feminine illustrations. 

Our main thought, “Let’s match their standout offerings with standout visuals.”

the world admires

brand collaterals

To make the brand resonate more with their audience, we needed to highlight the brand’s ethos that they’re for anyone with a story which meant they’re for every woman.

We built a friendly, empowering, playful brand identity that resonates with their range of collections. Using a playful & empowering tone of voice and a vibrant colour palette, we implemented this strategy to all touchpoints. 

dress to impress (yourself)

packaging 

While designing Kasya’s packaging system and related collaterals, we focused on creating visionary elements—custom illustrations, icons, patterns, and vectors, elegantly rooted in femininity.

Content approach

Be welcoming.

Be optimistic.

Be empowering.