Captivating Gen-Z: Born to Slay Wins India’s Best Design Project Award 2023

Slay, a beauty and cosmetic brand that caters to the discerning tastes of the Gen-Z demographic, undertook a comprehensive rebranding initiative with the aim of crafting a visually impactful and resolutely bold brand identity. The brand’s goal is to resonate with the contemporary Indian girl who is fearless, unapologetically confident, and unafraid to embrace her own unique identity, a woman who is ‘Born to Slay’.

Capturing the Gen-Z Appeal

The challenge at hand was to create a visual persona tailored specifically for the discerning Gen-Z demographic in a densely saturated market. The goal was to craft an identity that is not only unique but also bold in its aesthetic expression. This identity needed to effectively convey the intended product messaging while standing out prominently amidst a sea of competitors.

Crafting a Vibrant Visual Language

To address this challenge, a robust visual graphic language was meticulously designed to resonate with the target audience. The design considered the age and attention span of the Gen-Z demographic, aiming to create a spirited, female-oriented, urban-centric visual language. By employing a vibrant and captivating colour palette, the new identity became instantly recognisable, relatable, and effective in conveying the core product messaging.

The rebranding efforts resulted in a successful relaunch of the brand, leading to a significant surge in brand awareness and subsequent customer acquisition. The collaborative efforts are now focused on developing the next wave of designs for the forthcoming product category, continuing to drive the brand’s growth and success.

Credit: Quirk Box Design