kulfi is a makeup brand celebrating and inspired by south asian beauty and made for all.

they launched a mist that is made to give your skin a radiant glow. they wanted to name the mist.

the concept: i named it ‘khili khili’ which means blossoming in urdu. the name khili khili is a cheeky nod to the way desi aunties light up when they see us glowing: “you’re looking khili khili today!”

to depict this in my pitch, i was inspired by the idea of curly, whimsy spring-inspired lettering that feels a bit enchanted, slightly quirky but still feminine and playfully romantic. i mixed the typography with their e-comm shoot for the product.