Kindlife (2025 - )
Brand Refresh / 3D Mascot
Kindlife was founded in 2021 as a platform for clean-label beauty products. The original identity (also created by Opposite), visually cued the “kind for your body and the planet” positioning through Kiki (the mascot) and a custom typemark.
Driven by increased consumer interest in K-beauty, the Kindlife business evolved to become increasingly focused on bringing renowned Korean and Japanese beauty brands to India’s growing Gen-Z audience.
Kindlife approached Opposite in late 2024 to refresh the brand identity to better reflect the focus on K-beauty and to appeal to a younger audience.
The new avatar of Kiki cleverly incorporates the “Korean Heart” (finger heart), which has universally come to symbolize South Korean culture, cementing the brand’s position as a pioneer of K-beauty in India.
Created from scratch to be 3D-first symbol, the new Kiki is decidedly cuter and livelier, with endless possibilities for expressions, poses and movement.
