Work The Proof About The Why Small Circle Soft Spots Contact This could be something.
FAQs Careers
Instagram LinkedIn hello@studiocuriouscircle.com
The Crown Jewel Of Reliance

The Crown Jewel Of Reliance

Brand Identity & Visual Extension for Vantara
Fostering Education With Zipply

Fostering Education With Zipply

Brand Identity & UI For Zipply Platform
Smart Co-Working With 1Excel

Smart Co-Working With 1Excel

Identity & Visual Extension For A Co-Working Space

SERVICE: Research

Inside A Child’s Mind With Camlin

What makes a child pick a certain crayon pack vs the other?

Scope Of Work: Market Research, Brand Strategy, Understanding Consumer Psychology, Product Packaging.

Kokuyo Camlin is a legacy brand that has defined what stationery means to multiple generations of Indians. Everyone has some memory or association with it. So when Kokuyo Camlin’s CMO, Rishi Kakar, reached out, it was a dream come true for CC.

The brief was simple: change the packaging for the kids’ range. The answer was not. The project demanded extensive consumer study to understand why a child chooses a particular product, and what truly drives that decision. Almost a year later, that insight-led journey resulted in a refreshed and cohesive kids packaging range for Camel.

SKIP TO THE VISUALS

THE MARKET GAP

What excites kids? How do they decide what they want? What is new?

The Indian stationery market is worth over ₹4,000 crore and is dominated by four major brands. Among them, DOMS, which only entered in 2005, rose rapidly despite competing against legacy players.

They got FOUR things absolutely right. Product innovation, a distinct brand, exciting packaging, and powerful distribution. Naturally, DOMS quickly became the preferred choice.

Shopkeepers preferred displaying DOMS because of its high margins and growing popularity. Which raised the question the whole project turned on.

Brand Workshop & On Ground Research in Bombay With Team CC X Kokuyo Camlin

RESEARCH FINDINGS

44 Parents. 40 Kids. 28 Shopkeepers. 4 Metro Cities.

The decision isn’t made by the child alone, it is a triangular decision between the child, parent and shopkeeper.

The child makes the final choice but is heavily influenced by the other two, along with external triggers like friends or spotting something new at school or tuition. So, to understand the ‘WHY’, it is important to understand the purchase behaviour.

THE REAL TEST

The child makes the choice but not the decision.

Before finalising, we took the new packaging to the real world to understand how parents, kids, shopkeepers responded.

We again interviewed 40 participants, used their feedback to perfect the design before finally launching. The response was reassuring, overwhelming and made us do a happy dance.

How did the research show up on the pack?

Each insight became a small change on the pack, enough to make the packaging feel researched without losing the child it was made for.

THE BEST PART

We collaborated with remarkable Indian artists.

The research had already told us kids judge the quality of a product by the artwork on the pack. So we collaborated with Indian artists, each of whom grew up using Camel themselves.

We wanted the new generation kids to have real role models as artists, so each artwork was created by an Indian artist using the insights our research told us.

Introducing The New Camel Crayons For Kids!

The messy, the fun, the not-so-pretty part of the project!

Collaborating with different Indian artists!

Seeing our design in print for the 1st time.

CC Reunion in Bombay!

Visiting the Camlin office!

CC doing Bombay darshan!

Spotting our work on the shelves!

Smart Co-Working With 1Excel

What makes a workplace worth coming back to?

Scope Of Work: Market Research, Strategy, Brand Identity & Extension and Directional Signage.

Does every co-working space promise the same thing? Flexible desks, fast Wi-Fi, great coffee and community. If everyone says the same thing, what actually makes a workplace better?


We explored this question with Sakshi. As work became more flexible after the pandemic, expectations shifted too. People weren’t just looking for a place to work; they were looking for spaces that inspired focus, supported wellbeing, and made coming to work feel worthwhile.


The goal was to build a brand that put people before processes and experience before amenities. We started by questioning what people really need from the places they work out of, in order to build the foundation of 1Excel.

SKIP TO THE VISUALS

THE MARKET GAP

What do people really see when they choose a workplace?

The obvious answer was location, pricing, or amenities. But our research pointed somewhere else.


Most co-working spaces had solved for efficiency. What they hadn’t solved was the experience. Predictable layouts, corporate aesthetics, and generic community claims created environments that functioned well but rarely inspired belonging or wellbeing.


The market had become obsessed with features, while overlooking the emotional experience of work. That insight shifted our strategy from designing a better office to designing a workplace people could genuinely connect with.

CHANGING LANDSCAPE

Work has found a new rhythm. Spaces needed one too.

We looked beyond workplaces and into the way people work today. How teams collaborate, what flexibility really means, and what people expect from a space they spend most time.

The future of work wasn’t defined by location, but by experience. Successful workplaces would need to be flexible, human-centred, and designed to evolve alongside the people using them.

People adapt to their workplaces. They shouldn’t have to.

Introducing 1Excel: A space for humans & not just people! 

A Better way to work. Designed for human potential.

A calm, intelligently designed workspace where nature and technology work in harmony.


Creating environments where people feel grounded, focused, and inspired to do their best work.



A flowing identity that reflects seamless workflows, effortless momentum, and human-centred productivity.

A Postcard From Bharat

Are rural and urban India really different?

Scope Of Work: Market Research, Brand Strategy, Understanding Consumer Psychology, Product Packaging and Brand Extension.

Coming from a rural background, Durlabh, the founder, always wanted to keep a connection with where he was from. Working in the city showed him what urban demand could do for the farmers he grew up around. That’s when he founded Barosi.

He wanted urban India to take a step back and enjoy the simple times of rural India through his products.

Barosi works with farms across rural India, making fresh and wholesome products rooted in local tradition and culture, brought to your kitchen in the most authentic way. So why did it need a rebrand?

SKIP TO THE VISUALS

IDENTITY CONCEPT

What if every product arrived like a postcard?

We wanted the identity to carry more than a name. Inspired by handwritten postcards and journeys across India, every visual element reminds consumers where their food comes from and who made it.


The moving dot becomes a symbol of that journey, connecting Bharat with India, while keeping Barosi’s roots visible at every touchpoint.

From the farms of Barosi to you!

We built the entire brand around the idea of A Postcard From Bharat. Every product becomes a postcard, carrying stories, traditions, and flavours from a different corner of India, thoughtfully delivered by Barosi.

THE BEST PART

How do you convey these stories on the packaging?

The packaging comes alive through postal stamps, traditional patterns, postcards, and origin labels. Every pack traces its roots, sharing where the product comes from, how it’s traditionally made, and the stories behind it.

Can a brown box deliver a brand experience?

We want a sustainable approach for Baroi’s packaging. The products are packed in reusable glass jars and zero plastic is used. Since the brand only had the bandwidth to do brown carton boxes, we wanted to add something more to create a better experience.

So, we designed four different stamps for each product: one for the origin, one for the product, one for how the product is made, and one with the product name. Each box had a different look but the same experience. Our goal was to create a thoughtful hand-crafted brand with a truly memorable consumer experience.

The messy, the fun, the not-so-pretty part of a project!

Print trials before production.

Seeing our work on the shelves.

With the founder, Durlabh.

Seeing all the SKUs together (19SKUs).

Happiness in a box.

Seeing our work in the wild.

Does Barosi stand out to you?

Sizing trials before production.

Origins, It Starts With You

Can health be made simple enough to become a habit?

Scope Of Work: Market Research, Brand Strategy, Brand Identity, Product Packaging, Art Direction and Web Design.

Is it just us, or does every supplement feel like a gimmick? Every nutraceutical brand says the same three things. Good for you. Clinically proven. Backed by science. So, how was Origins different?

We went at it from the other side with Surya. If supplements are meant to be preventive rather than curative, can they actually deliver on that? And what would a brand look like if it took the question seriously?

The goal was to build something easy, functional, and truly habit forming. Health, as simplified as we can follow.

We started questioning everything to build the origin of brand Origins.

SKIP TO THE VISUALS

THE MARKET GAP

What happens when a good product can't really explain itself?

The proof was not the problem. Surya had the evidence, clinical studies and proven efficacy. The problem was that none of it was landing. Consumers weren’t convinced, they were confused, and most of them wouldn’t buy without a doctor or nutritionist telling them to with proper instructions.

So, we went back to the start. Who is this actually for, how is it made, where does it sit in a market this crowded. Getting the audience and the buying pattern right was the whole foundation of Origins 2.0.

RESEARCH FINDINGS

A category full of claims and empty of trust.

We spoke to people about their relationship with health and how they actually live with it. What they take, what they’ve quit, who they ask before buying anything.

Given the age we’re in, the findings surprised us. Information is everywhere and almost none of it is verifiable. There’s no source anyone genuinely trusts. Somewhere in all of that, people stopped believing any of it.

What if it stopped being a supplement brand?

Everyone is chasing a health goal. Eating better, moving more, losing weight. Nobody finds it easy. It’s complicated, and intimidating enough that most people give up in the first month.

Origins stopped being a supplement brand and became a coach. Not a cheerleader. The kind of coach who tells you what you need to hear, gives advice you didn’t ask for, and stays with you through the boring middle part.

Simple. Reliable. Built For Better Health & Everyday Life.

We addressed the most asked: What is really inside?

We built the entire brand on the basis on what’s inside the pill since everyone is skeptical about adding anything extra.

Each Illustration is a combination of benefits, ingredients, brand values and product details fit inside the shape of a pill.

This became the foundation of our visual language, strengthening our promise of honesty and transparency.

THE BRAND

Introducing Origins Nutra 2.0

Preventive care isn’t just important, it’s essential. It truly starts with you, and at Origins, we’re with you every step of the way.

Everyone is chasing a health goal in their life that’s just how we humans are – eating better, moving more or losing weight. But being healthy or reaching that goal is not easy. It’s hard, complicated and intimidating.

Starting is the hardest part, so we designed the box to do some of the coaching.

A new health routine is overwhelming, and most people quit before the first box is finished. So we built the coaching into the packaging instead of leaving it to the label.

The products arrive in a brown corrugated box that opens to a founder’s note and a short brochure on how to begin. Both set expectations before the first capsule.

Habit formation is what makes the difference. Why consistency matters, what makes it easier, and clearly stated benefits so you know what to expect and roughly when.

The pill strip stays with the consumer longer than anything else. So we divided it by day, giving each strip its own affirmation, colour, and name—making the right one easy to find at a glance.

How do you build a website that delivers experience?

We designed the website just like a brick-and-mortar store.

Once you walk in the Origins store, it’s important to understand not just the product but a lot of other things

We addressed each and every question that you might have through your journey. It is crucial you understand everything before you make the right decision.

Meet Better Personal Care

Heyday, Meet Better Personal Care.

Scope Of Work: Research, Strategy, Consumer Understanding & Psychology, Visual Language, Product Packaging, Art Direction, and Web Design.

Heyday makes 100% natural and organic personal care products for women and babies. Every product is made without the harmful chemicals and plastics that are standard in the category.

Founded by Deepanjali Kanoria, the brand is built on one belief: the things we use every day should look after the two homes we all live in, our bodies and our planet.

Heyday came to us with something rare and something common. The rare part was a brand people already trusted. The common part was packaging and language that weren’t telling anyone why.

The result was a fresh brand language, identity, and repackage the full range, so that consumers could see the difference before we had to explain it.

THE WHY

How can we show consumers what is
good for them? Without sounding preachy?

We refreshed their old identity and built a brand extension with a vibrant and fun colour palette and new brand icons, so consumers could celebrate womanhood and menstruation.

All of it sits under one purpose statement: Your Share of Care. Every woman deserves easy and safe access to period care.

INFORMATION LAYOUT

How can a brand be fun, informative, and most importantly, stand out?

We had to be mindful of the brand’s familiarity and yet infuse a new personality to make it more relevant.

The market is filled with brands that use bright colourful packaging. So we switched, we used a lot of white to make sure the pack stands out from the crowd yet owns a colour.

We made sure the information was balanced with the brand elements consistently to keep brand remembrance.

How far does the promise have to go?

Heyday is truly an eco-friendly product, so instead of sending out the products in polythene bags, we sent them out in paper mono cartons.

We wanted the detail to run all the way through, our brand elements were carried onto the release paper, and a small thank you card was slipped into every order, reminding customers that they had saved themselves from harmful chemicals and plastics, and the environment along with them.

THE EXPERIENCE

How do you translate the same feeling online?

We built on the same palette, the same elements and the same voice. One brand, whether you meet it on a shelf, inside a carton, or on a screen.

Redefining Vegan French Patisserie

Does being vegan make you feel like a compromise?

Scope Of Work: Market Research, Strategy, Brand Identity, Packaging Design, Visual Language, Web Design and Art Direction.

Plant-based food is often expected to be healthier, but rarely more desirable. Luxury patisserie, on the other hand, has always celebrated richness, craft, and indulgence. Could the two belong together?


We explored this question with Naimita. She wasn’t trying to create another vegan bakery; she wanted to build India’s first luxury plant-based patisserie that people chose for the experience, not just the ingredients.


The goal was to create a brand that changed perceptions, proving that conscious choices could feel every bit as luxurious, memorable, and delicious.

SKIP TO THE VISUALS

THE MARKET GAP

What do people really think of plant-based/vegan food?

A category growing faster than perception. We immersed ourselves in the world of plant-based desserts, studying the category, speaking to consumers, and understanding how buying habits had evolved.


The research uncovered a clear tension. Veganism was becoming increasingly mainstream, yet vegan desserts were still considered expensive,
less indulgent and somehow occasional.

Inspire imagination with pastry, the way art or music would.

Ode To Gaia set out to redefine pastry with plant-based ingredients, driven by taste, technique and a little glam. No compromise anywhere in it.

THE BEST PART

Introducing Ode To Gaia

We built the new identity and visual language on that foundation. The G from Gaia is what keeps the brand grounded, yet adds the flair and sophistication it needed. We wanted the brand to be recognised for why it was started: the founder’s values, her ethos, her dedication to the earth. Her ode to Gaia is her patisserie.

Can a dessert box start a conversation?

That was the ambition. Ode To Gaia was built to be loud and sassy, and still premium. The letter G carried a lot of character and the flair the brand needed, so the packaging could stay simple, sophisticated and let the G do the talking.

More than a logo, it reflects Naimita’s vision of creating a luxury patisserie deeply connected to the Earth.

The messy, the fun, the not so pretty part of the project!

Finding the right shade of pink

Working with dessert brands has its perks

Visiting the OTG workshop

What dreams look like

One of the first rounds of packaging explorations

Making Traditional Ingredients Relevant

What happened to the beauty rituals we grew up with?

Scope Of Work: Market Research, Brand Strategy, Consumer Psychology, and Product Packaging.

Growing up in India, we cherished practices like applying applying ghee, ubtan, haldi and amla all handed down by our grandparents. But why have these traditions faded today? In today’s time, we are spoiled for choice with an abundance of ingredients, and frankly, who has the time?

So when Nandeeta, founder of ENN, came to us to rebrand ENN as an Ingredient led brand that celebrated traditional formulas with a modern twist, we were excited to say the least. The vision was to make Enn Beauty a fun, approachable and an affordable skincare brand.

SKIP TO THE VISUALS

THE MARKET GAP

How do you design a mass-market brand that is actually effective and good for you?

To say the least, the skincare industry is complicated and quite overwhelming. With so many products nowadays available in the market, we really don’t know what is really good for us.

Skincare is personal and multidimensional. Traditional ingredients like Ubtan and Ghee are familiar and easy to understand, which gives the brand a its edge.

Each ingredient has a direct benefit, named without the usual jargon, which made it easy for consumers to understand.

Is it possible to recognise a product without the name?

For Enn Beauty, ingredients are the hero element. The product, the brand, everything was built around a set of ingredient illustrations. So we complemented it with a clean, serious typeface with broad edges and simple curves.

RANGE WITH CHARACTER

Can each ingredient feel different and still feel like one?

Enn’s products are divided into different ranges depending on the ingredient. The brand is centred around these ranges, which makes the brand not only fun but easy to remember.

We built each category to look distinct, have an individual character, yet have an overall synergy.