Gush is an everyday multi-purpose buildable budget beauty brand for women between 18-35 years. We redesigned Gush’s packaging from a strategic lens, by mapping the competition and deriving a distinct brand personality. We developed a specific tone of voice, which was used for all communication from product naming to features and descriptions.

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Gush is not focussed on makeup artistry or going after the widest / most diverse range to fit Indian skin, nor is it catering to a very specific community. Gush aims to be the go-to starter makeup brand that is uncomplicated, fun & easy to use for the young modern woman on the go.

The blurring is visually representative of soaking in life, beauty and energy.

The Gush girl is not conscious about herself. She is outward looking, focused on collecting fun, experiences and friends rather than being held back by how to present herself.