PinkLungi- For the Malayali within you.
OVERVIEW
PinkLungi is a Malayalam media house that, through relatable content and pop culture references, provokes discussions and get people thinking about the status quo. PL provides their audience with news, information and perspectives about all aspects of being a Malayali and get them to arrive at a perception through a logical thought process without following the narrative that is fed to them.
I inherited a space that looked visually bland and verbally formulaic, creating a personality and charisma which was lacking needed to be the cause of this Rebranding project. We needed a way to distinguish ourselves from the rest, to make a concept that people can look forward to when it comes to news consuming through a fun and vibrant way rather than a dull platitude.
The first step was to identify the core personality traits of PL which is;
Playfulness- There needs a certain light heartedness and quirkiness, always making sure a delightful experience
for the readers.
Curious-Always learning, researching and asking questions
Relatable- A part of a community by providing content, news and information for them.
Nostalgic- never looses out on a chance to bring up 90's comebacks, entertainment and pop culture references.
Aspirational- acting intentionally and mindful.
PinkLungi colors are just as fun as the brand. The unique world of PL colors lets the brand tell their story.
Taking inspiration from the content already out there by PL and the target audience (aged 18-35) we created on a unique visual identity that felt true to the brand and category. We have used Stickers to compliment the vibrancy and expressions with a color palette and typeface that's fresh and unique.
We created PL's social media design system that aligns to the core persona with swagger, simplicity and efficiency.
Huge thanks to the founders of PinkLungi Aishwarya and Govindan for the incredible partnership on this project.
Brand Identity- Elma Kora
