MAM
Kaya Skin Clinic dons new brand identity
MUMBAI: Chain of skincare clinics, Kaya Skin Clinic, has announced a complete revamp of its brand identity. It has redesigned its logo and has come up with a new tagline- Love what you see.
The change is in line with a new market positioning and a shift in perceptions that Kaya now seeks to establish, moving from an expert solution provider for skincare problems, to a personal guide for total skin care.
Salt Brand Solutions is the creative agency behind Kaya‘s creative makeover and Eureka Moment has re-designed its retail identity.
Kaya Skin Clinic marketing head Suvodeep Das said, “Kaya has built a reputation as the ultimate expert that solves all skin problems. The brand is much more than just a problem-solver, it offers the consumer complete beauty transformations. This repositioning exercise is not just about communicating a change in brand identity – there is a new portfolio of services, new service design within the clinics and a new retail identity at the clinics that is being launched. The new look of Kaya is young and fresh, as personified by the face of this brand campaign, Giselle Monteiro.”
This rebranding will be rolled out across all Kaya Skin Clinics in India, product packaging and advertising.
Kaya‘s new look is inspired by insights gained through research and consumer feedback. It reflects the changing expectations and aspirations of the urban Indian woman. This moves the brand closer to what consumers want – a dermatology-based expert offering science-based solutions, customized to individual needs. The new Kaya is contemporary, inviting and aspirational, the company said.
The objective of redesigning the logo unit is to connote the brand‘s warmth and expertise. The primary color of the logo is Burgundy, which connotes expertise and premiumness. The font is softer and rounder at the edges, giving the brand warmth. The new tagline ‘Love what you see‘ is an expression of how consumers feel after a visit to Kaya.
Additionally, as a part of its new avatar, Kaya Skin Clinic has launched few new services.
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