Kaya goes for brand makeover

Homegrown consumer goods player Marico's beauty and wellness arm Kaya today announced a complete revamp of its brand identity. "This change is in line with a new market positioning and a shift in perceptions that Kaya now seeks to establish, moving from an expert solutions provider for skincare problems to a personal guide for total skincare.

This rebranding will be rolled out across all Kaya Skin Clinics in the country, product packaging and advertising," Kaya said in a statement. Salt Brand Solutions is the creative agency behind Kaya's creative makeover and Eureka Moment has re-designed its retail identity, it added. The company also has a new tagline 'Love what you see' and the objective of redesigning the logo is to connote the brand's warmth and expertise, it said. "This repositioning exercise is not just about communicating a change in brand identity-- there is a new portfolio of services, new service design within the clinics and a new retail identity at the clinics that is being launched. The new look of Kaya is young and fresh, as personified by the face of this brand campaign Giselle Monteiro," Kaya marketing head Suvodeep Das said. During 2010-11, the company recorded a turnover of Rs 239 crore, and presently it operates 82 clinics in the country.