iba engages Cut the Crap for branding of halal cosmetics

11 Aug,2015

By A Correspondent

 

Cut The Crap (CTC), a Mumbai-based full-service creative agency, has undertaken a branding exercise for iba. The agency has been instrumental in creating and conceptualizing the entire brand identity – right from naming of the brand onwards, to packaging, design integration and communication for a category that has very low awareness in India.

 

Ecotrail Personal Care, a start-up by sisters Mauli and Grishma Teli, makes Halal cosmetics. “The brief for the agency was to create a brand that would be progressive and non-preachy. Halal had to become consumers’ choice,” says Jagdish Acharya, Founder-Director, Cut the Crap.

 

CTC came up with the name iba. Which in Arabic means sense and pride. The logo motif of Iba is a ‘flowering water droplet’. Water and cleaning are the fundamental beauty-care tenets of Halal. The flowering droplet connotes beauty that blooms through cleansing.

 

While in India, Halal popularly and immediately refers to meat, Halal cosmetics is a global phenomenon, a rapidly evolving market worldwide. These products are certified by the Halal board and do not contain pig-fat and other animal derived ingredients, harsh chemicals and alcohol. They are 100% animal-cruelty free.

 

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