Brand Strategy and Design for a cruelty free Indian hand bag and lifestyle company.
What we did:
Market Research + Immersion
Brand Identity + Elements
Zouk is a D2C lifestyle brand, started by a young couple who wanted to create a quintessential Indian lifestyle brand starting with bags and Wallets for Women.
The brand had a good heart - It was cruelty free and hand crafted. They put extensive time into product development, and it paid oﬀ.
The bags were a phenomenon in the Indian market and were ﬂying oﬀ the shelves. They were functional, comfortable, sturdy for Indian conditions and above all, their designs were universally appealing making them classics - where they would pair well with Indian or western outﬁts.
With so much going for them, they needed a stronger brand to tell their story better. While looking for a studio, they wanted an ethos ﬁt. And they found that in LOCAL to bring their truly 100% Indian brand to life and take it to a global standard.
When the product and company is strong, the job of branding becomes to reveal these strengths to the outer world. We studied their consumers in depth through focussed interviews and tried to unearth what she wanted and represented.
We then went on to solidify and celebrate Zouk’s unique values and approach to product design. Their high focus on functionality and universality is what made it a true Indian classic. Their approachability to their consumer ensured them a top of the mind recall and garnered them compliments.
We wanted to bring all of these aspects into their brand.
Through our extensive workshops, interviews and looking into unique design cues - we helped them own and coin that “Indian classic” positioning through their every touch point - the brand strategy, graphics, stories, language, and photography.
Zouk effortlessly defines a modern Indian classic. Bringing together the contemporary and the traditional, Zouk weaves subtle elegance into your lifestyle. Handcrafted, Cruelty-free and Proudly Indian, Zouk brings the vibrant Indian culture to the modern world.
A MULTI-LINGUAL LOGO
A BRAND BUILT ON COMPLIMENTS
We wanted to create minimal eco-friendly packaging
that does not compromise on brand delight.
We had simple recyclable plastic bags with unique compliments on each bag.
The tags were made from leftover materials in the factory screen printed on one side.
BRAND PHOTOGRAPHY STYLE
Inspired by their current customers, we wanted to retain the daily user-friendliness of the images and the relatable Indian women as models.
From eclectic Indian designs to thoughtfully crafted sleeves and compartments, Zouk is truly for the people, by the people. Rigorous R&D has made every aspect of the bag serves a need. Zouk is not a trend, it is made to last.
With a focus on problem solving for what really matters to the customer. It may not be designer, but it is thoughtfully designed.
It accommodates every new need: fitting your laptop, tiffin dabba, makeup, books. It is water-resistant, sturdy, spacious, durable, and comes in infinite variety and timeless appeal.
BRAND ELEMENTS : ICONS, FRAMES AND LAYOUTS
We consolidated and designed the 4 pillars on which all values of Zouk stand. They were expressed by motifs inspired by mudras that are traditionally used in indian dance symbology. This helped further strengthen the proudly indian DNA of the brand with a modern rendering.
BRAND COLOUR PALETTE
"LOCAL took great care of our brand. They leveraged what was working well and elevated other aspects that would help us share our brand values better.
The process-driven approach really helped bring
out the best outcome."
Disha Singh, Founder, Zouk