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Tamra

Adaptogenic Skincare Inspired by India

Strategy | Art Direction | Messaging | Branding | Packaging | Comms | Social
  • Synopsis:

Tamra combines ancient Ayurvedic wisdom with contemporary insights to create skincare formulations for golden, melanin-rich skin. Founder Namitha draws on her Keralan heritage to ignite her mission to create the multi-ethnic skin care so often overlooked by more corporate brands.

The perfect blend of tradition and modernity, Tamra is a force for good, with each purchase supporting its grassroots foundation educating youth on consent through educational programs.

Challenge:

Tamra takes an unapologetic stance on social issues and needed a brand that could match the powerful energy of its mission.

To cut through the beauty space with confidence and encourage people from its target communities (especially South Asian) to embrace their skin, the brand needed to combine quality, impact and attitude.

Insight and idea:

We were driven to achieve the perfect balance of the products themselves, and to communicate not just the heritage of the brand, but the standalone quality of its products and formulations.

Expression:

Tamra’s new brand is a visual expression that is unapologetically Indian, embracing a vibrant colour palette and borrowing from the language of patterns and framing devices synonymous with Indian culture and heritage.

The brand imagery was captured in a photography shoot commissioned with real women from ethnic backgrounds , celebrating melanin-rich skin in positive, authentic images.Font was inspired by the calligraphic writing used in ancient Ayurvedic books for added authenticity and homage.

Tamra’s brand represents a new beauty standard: not a dialling down, but a levelling up in courage, impact and appreciation of Indian-inspired beauty.