Akind
Akind is a skincare and makeup brand co-founded by Mira Kapoor and introduced through Reliance Retail’s beauty platform Tira. Built on a clear, no-noise approach to beauty, Akind focuses on thoughtfully formulated products designed to fit naturally into everyday routines, with a visual world that is calm, minimal, and ingredient-forward.
When Akind partnered with Summer Owl Studio, the goal was to translate this clarity into a cohesive social presence. We shaped a content language that felt consistent, engaging, and true to the brand, turning product knowledge into visuals and narratives audiences could easily connect with.
Product Launch Campaigns
We supported multiple product launches by developing content that positioned each release clearly within Akind’s social ecosystem. From launch planning and feed curation to reels, stories, and supporting graphics, every element was designed to build a cohesive visual narrative around the product.
The focus remained on highlighting key benefits, ingredients, and everyday usage through thoughtful sequencing, ensuring each launch felt intentional, visually engaging, and seamlessly integrated into the brand’s existing feed.
Social Media Strategy
Working within Akind’s existing social media strategy, Summer Owl Studio focused on bringing clarity and cohesion to the brand’s digital presence. Through clean visual design, lifestyle-driven storytelling and relatable content, we helped shape a feed that felt consistent, engaging and community-focused.
Our work included creative direction for photography and videography, translating reel concepts into visually engaging narratives, and designing social media creatives that stayed true to Akind’s minimal aesthetic. We also supported copywriting across select posts and stories, helping communicate product benefits, everyday routines and skin education in a way that felt simple, thoughtful and easy to connect with.
Discover
We began by immersing ourselves in Akind’s brand ethos, visual identity, and existing content to understand how its skin-first philosophy translates across social media. Through brand study and market research, we identified the cues that define Akind such as clean layouts, restrained palettes, and ingredient-led storytelling. This helped us establish a direction that stays true to the brand while allowing fresh, engaging ways to present ideas without losing consistency.
Define
Building on these insights, we developed a clear visual language and content framework for Akind’s social media. The approach prioritises minimal compositions, thoughtful design, and ingredient-forward storytelling. This structure allows the brand to communicate skincare knowledge simply and elegantly, creating a feed that feels cohesive, credible, and recognisably Akind.
Design
In the design phase, we translated this framework into a consistent social media system. We developed layouts, typographic treatments, and visual formats that keep the feed clean, balanced, and visually engaging. Each creative was designed to highlight products, textures, and everyday use moments while maintaining the brand’s calm, minimal aesthetic.
Photography & Videography
Our photography and videography were shaped around the distinct storytelling needs of Akind’s skincare and makeup categories, while maintaining a consistent visual language across the feed.
For skincare, we focused on texture-led imagery, close-up compositions, and ingredient details that highlight formulations, finishes, and application. For makeup, the visual direction shifted towards colour payoff, vibrancy, and real-wear results across different skin tones, allowing audiences to better understand how the products blend and perform.
This considered approach to shoot direction and visual storytelling ensured that each category communicated its purpose clearly while remaining aligned with Akind’s calm, minimal aesthetic.
Visual Language and Content Creation
Our design process centred on translating Akind’s brand philosophy into a restrained and design-forward visual language. Soft tones, minimal layouts, and clean compositions allowed the products and their formulations to take centre stage.
This framework guided all content creation, from static graphics to shoot execution. Through carefully directed visuals, we highlighted textures, ingredients, and real-life application moments, ensuring each piece of content communicated product benefits in a way that felt clear, cohesive, and true to the brand.
UGC-Style Content Creation
Alongside studio content, we produced UGC-style videos in-house that blended the relatability of user-generated content with a carefully controlled brand aesthetic.
Through short-form video formats, we captured product usage, textures, and application moments in a way that felt natural and approachable. This style allowed the content to feel authentic and community-driven, while still remaining aligned with Akind’s visual language and overall social presence.
Strategy & Creative Direction: Monisha and Shriya Seshadri
Copywriting: Monisha Sundarrajan
Photography and Videography: Veda Vardhan
Graphic Designer: Esha Waghdhare, Tanisha Jain, Paridhi Bahl
Video Editing: Kanupriya Sharma