Problem:
Raksha, an Atlanta-based NGO supporting South Asian survivors of Intimate Partner Violence, seeks to expand its national presence. Despite their critical work, limited visibility, recognition, and revenue continue to restrict their outreach and impact.
Solution:
Masaba Karega Raksha imagines a CSR-driven collaboration between Masaba, a globally recognized beauty brand, and Raksha. Masaba launches a limited-edition skincare line—a hair oil, hand cream, and moisturizer—where proceeds directly support Raksha’s mission.
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The packaging design merges Masaba’s expressive visual language with Raksha’s message of resilience and empowerment. Each product becomes a tool for awareness, a vehicle for storytelling, and a means to generate sustainable support for women across the South Asian community.
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Type: Independent Concept Project
Role: Brand Strategy, Concept Development, Visual Identity, Digital Applications
Tools: Illustrator, Photoshop, InDesign, After Effects, Firefly
Year: 2023
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मै खूबसूरत हूॅ और मै क़ाफी हूॅ ।
I am beautiful and I am enough.
Hand Cream - Inspired by the South Asian tradition of applying henna to hands, I sought to infuse words of affirmation and motivation into the artwork. These women, often unaware of the emotional challenges they face, can find positivity and motivation through the packaging design, which aims to bring awareness to their experiences in a constructive manner.
Hair Oil - Hair oil plays a vital role in the self-care routines of South Asian women. The packaging draws inspiration from the way they nurture and strengthen their hair, encouraging women to extend the same level of care to themselves. Positive affirmations are inscribed in both English and Hindi, with the intention of resonating with the target audience and promoting a holistic approach to self-care.
Moisturizer - Maintaining cohesiveness in the design strategy aligned with the other two products, the moisturizer packaging features a central, stylized lotus motif. Complemented by words of inspiration and wellness, this design element harmonizes with the overall theme of the product line.
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