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We can't reinvent an icon, but we can design it's younger expressions.

FabEssentials for FabIndia

Fabindia, one of India's best-known brands for wide-ranging, naturally-made traditional products brought us on board to launch of their personal care range Fabessentials.

The Fabessentials® line of products is carefully designed to create pure, sustainable, and natural products and we had the task of creating an advertising campaign that highlighted the product, its USPs, with a focus on creating an idea that brings health and well-being into universal consciousness and make it 'affordable luxury’ for daily use.

With the emphasis on the gentle and nourishing ingredients used in the making of these products we created an overarching theme for the brand launch was ‘Kindness is Essential’.

After much research and a deep dive into the mindset of today’s young millennial and Gen Z, we found a commonality between the products and the lifestyle that we wanted to bring to the fore. Just like the generation of today, who are aware of the heritage and knowledge of our past and also embrace the western lifestyle with enviable ease, the products at Fabessentials are a combination of the best traditional ingredients and those backed by scientists across the world. And for both, kindness a trait, that is essential.

A visual journey through the campaign images for the concept of Kindness is essential...

To support the launch the team also create visual assets to bring to the fore all the rich ingredient-based products in the Fabessentials® range. We worked closely with the product team to break down the 80 plus unique product range and developed a visual language that created a sensory extravaganza for the viewer. From usage, rituals, visuals that invigorate the senses, we created a wide range of assets for the brand.

FabNu for FabIndia

FabNU, the Fabindia sub-brand that is a salute to the ever-growing younger demographic, we were brought on board to create an overall brand launch strategy that connects with the core audience and brings to life the story of this collection.

The Brand Identity

​The brand identity we created for FabNU, the Fabindiaofficial sub-brand, anchors on U (You), and is designed to be an extension and rendition of the consumer’s true spirit & individuality.


Capturing the spirit of an entire generation, the concept celebrates individuality and belief in one's self.

The Film Concept and Protagonist 

Developing the FabNu identity concept further we embarked on the challenge of finding a protagonist for the brand film, who would represent an entire generation’s mindset. In Eshna Kutty, who is a hoola hooping sensation besides being many other things, we found the perfect combination of drive, creativity, diligence and free thinking. 


From the brand identity to the brand film, we crafted a narrative that brought to life the true spirit of their new collection and managed to strike a connection with their audiences

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