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Bewakoof

STRATEGY
IDENTITY
BRANDING
PACKAGING
WEB DESIGN

Bewakoof is serious about keeping things un-serious. In a world that’s often at odds with itself, and opinions becoming more and more polarised as time goes by, Bewakoof is adamant to keep things light and jovial.

Through clothes and products that always have something to say, Bewakoof has something for everyone. While already popular amongst millennials, it was our job to step in and help them connect with the next generation of buyers. We redesigned the brand through this fresh, purposeful and wacky lens.

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NARRATIVE-LED
STRATEGY

NARRATIVE-LED STRATEGY

The rebranding exercise started with a Brand Strategy process that involved primary and secondary research including a deep dive into culture, category, and competition analysis. 

At Thought Over Design, we craft a brand narrative at the end of this strategic process to help position the brand in an expressive manner. It also becomes the North Star for brand storytelling in the future.

The rebranding exercise started with a Brand Strategy process that involved primary and secondary research including a deep dive into culture, category, and competition analysis. 

At Thought Over Design, we craft a brand narrative at the end of this strategic process to help position the brand in an expressive manner. It also becomes the North Star for brand storytelling in the future.

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WE ARE LIKE THIS ONLY

The Bewakoof logo reflects our core values – authenticity, youthfulness, and mischief. The typeface along with the mnemonic of the glasses creates an expressive identity

We created a goofy collage illustration style to create a visual language that is ownable, full of energy and reflects the ‘own your crazy’ philosophy.

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SILLY, GOOFY, FUN

Identifying the tone-of-voice for Bewakoof was key. We wanted to make sure that the brand was funny and goofy, but not mean, and never at the expense of others.

IN APPLICATION

Seeing the brand elements come together is always the most exciting part! The visual language and personality-driven messaging create brand expressions that stand apart.

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GOING DIGITAL

GOING DIGITAL

We designed preliminary pages for the Bewakoof team to establish the language of the website design. We wanted to make sure every aspect of the redesign had the brand strategy at the forefront - from the poses of the models, to the messaging, down to the stickers and buttons in each section. Everything reflects sense of goofiness and self-expression.

We guided the Sleepycat team on how to use the new visual language to update their digital presence. We did this through creating a website template as well as designing emailers and creating a launch plan for their social media.

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BEFORE

A snapshot of the brand, visual laguage and communication style prior to our engagement with the team:

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...AND AFTER

An overview of how much we were able to change the language, tone and life of the brand!

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PROJECT CREDITS

PROJECT CREDITS

Creative Director
Anushka Sani

Narrative & Strategy
Yousuf Rangoonwala
Kakkoii Strategy & Comms.

Brand Narrative
Aishwarya Prabhala

Brand Tagline
Varun Thakur

Lead Designer
Ganesh More

Devanagari Logo
Sarang Kulkarni

Design & Copy
Harshita Borah
Aishwarya Prabhala
Farshogar Vazifdar
Anisha Sirur



UI/UX
Ameya SK

Project Managers
Nishita Mohta
Aditi Rao

Project Operations
Luigson Fernandes
Arjun Singh

CLIENTS

CLIENTS

Prabhkiran Singh
Abhimanyu Mishra
Rahul Ralhan
Deya Ray

Building Brands with Purpose

Building Brands with Purpose

© 2021 Thought Over Design

© 2021 Thought Over Design