Mumbai: Conran Design Group Mumbai worked collaboratively with PEP Technologies, the parent company of mCaffeine, and celebrity, co-founder, and chief customer officer, Kriti Sanon to launch everyday skincare label, Hyphen.

Driven by PEP Technologies’ and Sanon’s collective vision to transform skincare, Conran Design Group Mumbai brought to life Hyphen’s vision of creating a differentiated logo that helped it create a distinctive visual identity.

The world of skincare is daunting with jargons and polarized with either nature-led products that aren’t as effective or potent science-led brands that are intimidating. The vision behind the launch of Hyphen is to bridge this gap – and create a brand that unlocks simple yet effective solutions to achieve skincare goals using the power of nature and potency of science. Hyphen's foremost mission is to provide performance-driven solutions that encapsulate the best of both worlds. With a mission to provide budget-friendly beauty solutions, Hyphen’s products range from Rs 449 to Rs 649.

Speaking about the launch, Hyphen co-founder and chief growth officer Vaishali Gupta said, “Conran Design Group Mumbai shines with unique expertise and creative thinking. They blend design and strategy flawlessly, giving Hyphen's brand logo a distinct edge.”

Conran Design Group Mumbai managing partner Geet Nazir said, “At Conran Design Group, we’re constantly looking for challenges and opportunities to demonstrate our capability in designing simple and effective brand-led solutions to complex business problems, that make a meaningful difference to clients and their businesses. We leverage our proven global methodologies to craft insight-led, differentiated design solutions, and Hyphen is a perfect example of how we delivered a clutter-breaking and ownable brand grammar in the beauty industry."

“The creative process for Hyphen was a meaningful blend of Kriti’s vision, unique visual assets and a jargon-free information architecture,” said Conran Design Group Mumbai head of design Mayuri Nikumbh. “We aimed at creating a brand where the user would find confidence in its efficacy and pride in its ownership! The results were a simple, yet ownable brand identity that subtly cues its philosophy and a measured yet vibrant packaging system that lends approachability as well as aspiration,” she added.