A branding touch-up for Typsy Beauty.

Client

Typsy Beauty

TEAM

AGENC

Services

Brand Strategy & Communications

A young woman wearing sunglasses and a dark jacket.

Background

Typsy Beauty, a new-age makeup brand from India is all to do with fun, spunky makeup. Their products are often multifunctional, innovative, and based on the newest trends of their industry. They approached us for a revised brand identity and strategy.

Challenges

  • The main challenge was that this founder-led brand knew what kind of brand they wanted to be, but didn’t know how to build the strategy systems that resulted in their vision.

  • Another aspect that was undeveloped was their communication style and brand narratives; resulting in the lack of a distinct voice in an already heavily populated industry.

  •  No strategy and communication backing led to a brand portrayal with little to no lasting impact on their consumers and this had to change.

Work

  • Market research

  • Competitor analysis

  • Positioning

  • Target audience development

  • Brand narrative

  • Manifesto

  • Tone of voice system

  • Naming extensions

  • Taglines

Apart from this, our team also developed a full brand refresh for their logo and visual identity.

A young woman wearing sunglasses and a dark jacket.
A young woman wearing sunglasses and a dark jacket.

Research

  • Market research, competitor analysis, and product differentiation research led to the understanding of how direct and indirect competitors were occupying their specific niche. Be it tonality style, theme of brand, or look and feel.

  • Consumer research of their existing and aspirational clientele resulted in understanding what was or wasn’t working and why. Our research phase led to two main focus points: the identity needed a solid foundation dictated by a gap, and the communication had to reflect this.

A young woman wearing sunglasses and a dark jacket.
A young woman wearing sunglasses and a dark jacket.
A young woman wearing sunglasses and a dark jacket.

INSIGHT

Beauty was often structured, predictable, or artsy. Indulgence on the other hand, was never portrayed as rule-free and open-ended. Enter Typsy Beauty.

wine glass behind bottle
A young woman wearing sunglasses and a dark jacket.
A young woman wearing sunglasses and a dark jacket.
A young woman wearing sunglasses and a dark jacket.

Strategy & Solutions

  • We positioned Typsy to be equal parts utilitarian and hedonic in nature, because fun and functional could co-exist. Sitting at the mid-point of premium and affordable market prices, we focused on creating an experiential persona, rather than an instructional one. 

  • We also worked on brand matrices like brand on a page, a brand manifesto, and the larger brand guidelines document that included strategy, communication, and design assets. All this was directed by the new positioning.

  • The target audience was fleshed out to cater to both Gen Z and millennials with a focus on being community-oriented, welcoming, and adaptable.

A young woman wearing sunglasses and a dark jacket.
A young woman wearing sunglasses and a dark jacket.
A young woman wearing sunglasses and a dark jacket.

  • We even extended their brand name to their product ranges — Typsy Everyday and Typsy Extra to fit each consumer’s different needs (and moods).

A young woman wearing sunglasses and a dark jacket.
A young woman wearing sunglasses and a dark jacket.
A young woman wearing sunglasses and a dark jacket.

  • The Typsy communications guide reflected the essence of the brand, and was made to match their brand persona. This included a tone of voice system, brand taglines, and suggested applications on social media as well.

A young woman wearing sunglasses and a dark jacket.
A young woman wearing sunglasses and a dark jacket.
A young woman wearing sunglasses and a dark jacket.
A young woman wearing sunglasses and a dark jacket.