THE TASK: Super Saravana Stores, one of Tamil Nadu's iconic retail brands, wished to create a private label in the cosmetic space for women. They wanted it to feel pan-Indian, premium, and yet have a touch of Saravana Stores. Trademark protectability was to be the overriding filter.

THE SOLUTION:  We invented a feminine Indian word by shuffling the letters of Saravana. Although Sanarvaa didn't have a meaning, the parts that made up the name were Sun & Arva (fertile/nourishing/creative). For seekers of meaning, Sanarvaa implies 'a creative woman with a sunny temperament'.

Three cosmetic product mockups on geometric podiums. Background for presentation of cosmet