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

they launched their lip liners that were named around a ‘love’ theme. they had gotten e-comm photography done and were making a film depicting queer, modern love.

the concept: i wanted to give their lip liner photography more depth, the kind that any kind of love has - i wanted to create fonts that depict this modern love which is bold, messy, queer, sweet - all of it. i also named the lip liner shades based on a ‘love’ theme, in both urdu/hindi and english .