Fewer products that actually work, instant results for people who don't have time to wait and luxury minimalism that doesn't sacrifice sensory pleasure. The result is a beauty brand that leads a rebellion from launch, turning simplicity into sophistication and efficiency into elegance.
Beyond products and packaging, we built a community framework that turns customers into advocates. The Antinorm Army is a community of smart, no-nonsense women who have had enough of products that overpromise and underdeliver. Women who've evolved past impulse buying and beauty industry manipulation.
I always wanted to build a data led company. I wanted to build without a bias without a playbook. I thought, if I repeated patterns, I wasn't bringing a solution to the market. I kept solving first principles, but as I developed Antinorm products, I knew that while originality and value proposition was at the center of it all, it needed to also be visually original.
When I began to visualize what Antinorm would become, Stratedgy became more than my trusted collaborator because they understood the need for originality and research-led design, as well as what our value proposition could be.
The partnership worked beautifully especially because their own research, intermingled with our data model and ground level insights made the entire market testing process seamless and extraordinarily insightful.
As a result, data became the foundation of our work together and delivered striking, genuinely thought-out product design that’s unlike anything else in the market globally and speaks directly to India's dynamic woman on the move.
Consumer Research
Brand Strategy
Identity and Packaging System
Naming Convention
E-Commerce Website
Consumer Research
Brand Strategy
Identity and Packaging System
Naming Convention
E-commerce Website
