Our Brands
BonKaso's problem wasn't that it lacked design. It was that it was selling six businesses through one identity. A premium smart lock and a basic flower pot were being asked to do the same work for the same buyer in the same packaging, and neither was winning. The shelf, unlike the search bar, demands hierarchy. A retail buyer needs to know in 1.5 seconds where a product sits in the catalogue, what it costs, and who it's for.
The unlock was brand architecture, not brand identity. The logo was fine. What BonKaso needed was a sub-brand system visually distinct enough that Essentials, Select, Iconix, IQ, and Blueprint would each pre-sell their tier before a buyer read a single word. Once tier was legible, the rest of the system (packaging templates, illustration style, e-commerce design, multilingual scripts) could be built to scale across every SKU without losing coherence.
We started with the catalogue, not the logo. The team mapped every SKU BonKaso sold across the existing Amazon presence, grouped them by price point, use case, and buyer type, and overlaid that against where the business wanted to be: retail shelves, B2B construction channels, and a D2C Shopify storefront. The audit surfaced the real problem. The catalogue contained at least four distinct product personalities being sold under one flat identity. That finding became the foundation for everything that followed.
Five sub-brands were defined and locked. BonKaso Essentials (basic-tier, white and orange, roof-symbol pattern), BonKaso Select (mid-premium, orange-and-black geometric strip), BonKaso Iconix (luxury, black with gold and a diamond motif), BonKaso IQ (smart-tech, electric blue with triangular pattern), and BonKaso Blueprint (B2B/commercial, grey with architectural blueprint graphic). Each got its own colour palette, graphical device, and packaging template, but all were anchored to the same parent identity, typography system (Futura primary, Lato secondary, and Poppins for web), and tagline: Imagine. Transform. Inspire.
Logo clearspace, primary and reverse marks, correct-use rules, and a full eight-case "incorrect use" framework were codified. The orange Pantone P 30-8 C was confirmed as the signature, with five supporting colours for tints, cover art, and infographic use.
Rather than redesigning every SKU one by one, we built one master packaging creative per sub-brand with a defined illustration style, then extended it across the full dieline catalogue. Every box specified font, size, spacing, line weight, and pattern density down to the millimetre, so production partners could roll out new SKUs without breaking the system.
The four-person UI/UX team built the Shopify storefront, content templates, and website banners alongside a full Amazon refresh: PDPs, A+ content, Storefront, and Category pages. The new sub-brand hierarchy translated cleanly to marketplace and D2C alike. Copy was developed in parallel: solution-oriented, benefit-led, conversational. "Choose 10 different ways to welcome your friends and family" rather than "comes with 10 ringtones."
The brief said "rebrand." The audit said something else. BonKaso didn't need a new logo, it needed a new structure. We mapped every SKU against price, buyer, and channel, and the catalogue split itself into five distinct businesses hiding under one identity. That finding became the foundation: build the architecture first, and the brand will hold.
A pan-India home hardware brand can't live in English alone. The BonKaso logo and tagline were rebuilt in 11 scripts: Devanagari, Malayalam, Tamil, Kannada, Telugu, Punjabi, Marathi, Bengali, Odia, Gujarati, and English. Same identity, same recognition, every regional market. Imagine. Transform. Inspire. now reads the same way in Kerala, Punjab, and Bengaluru.
Amazon had built BonKaso, but Amazon was also the ceiling. We rebuilt the marketplace presence from PDP to A+ to Storefront to Category page, then gave the brand its first life outside it: a Shopify D2C storefront with content, banners, and a voice that sounded like a neighbour, not a manual.
Because the sub-brand architecture solved tier legibility at the packaging level, BonKaso could approach retail buyers and B2B construction partners with a product line that no longer looked like a marketplace catalogue. A Blueprint-tier mortise lock sitting in a grey-and-orange architectural-print box pre-sells itself to a procurement manager in a way an unbranded Amazon-style box cannot. An Iconix smart door lock in black-and-gold packaging signals price tier before the QR code is scanned. The decision to build one master creative per sub-brand and then extend across the dieline catalogue also solved the cost problem of scaling — adding a new SKU no longer required a new design exercise, and production partners had spec sheets that locked every variable.
A catalogue that was indistinguishable on Amazon now ships in five visually distinct, retail-ready packaging systems, built to walk into channels BonKaso had never sold in. Across digital, the Shopify storefront gave BonKaso a D2C identity independent of Amazon for the first time, while the Amazon refresh let the new architecture earn its keep inside the marketplace too. The brand was no longer dependent on a single channel — it could now be sold across three.
