SERVICES
Brand Identity, Social Media
INDUSTRY
Furniture
LOCATION
Mumbai, India
Kurai
Kurai is a contemporary lighting brand named after the Japanese word 暗い, meaning dim or dusky. The brand is built on the idea that light and shadow are inseparable, and that the most interesting moments in a space happen in the transition between the two. Rather than treating light as a functional object, Kurai positions it as something that shapes how we experience a room, a mood and a moment. We developed the brand from naming and strategy through to the full visual identity, creative direction and social media concept, a fully realised conceptual brand with the depth to extend into product collections, packaging, retail environments and future campaigns.
Creative Direction
The identity draws from Japanese interiors and architecture, where light is treated as part of the space rather than placed within it. Warm stone neutrals, natural materials, soft shadows and generous negative space create a world that feels calm and deliberate. The photography tells a broader story through mood and environment rather than product alone, taking cues from dusk and the changing quality of evening light.
Logo System
The primary wordmark is a refined serif that gives the brand elegance without announcing itself. Alongside it, a symbolic brandmark inspired by the kanji 昏, representing dusk and the transition between day and night. Rather than a literal icon, it behaves like an abstract architectural symbol, simple enough to stand independently across packaging, products and digital applications.
Colors
The palette is drawn from natural interior materials: warm stone neutrals, soft porcelain whites, rich clay browns, ochre yellows, moss greens, deep jade and earthy burgundies, referencing timber, ceramic, stone and evening light. The overall effect is warm without turning rustic, minimal without turning cold.
Typography
A primary serif brings warmth and an editorial character to headlines and key brand moments. A clean sans serif supports longer reading, technical information and digital applications. Letter spacing and hierarchy were treated with the same care as the typefaces, reinforcing the brand's emphasis on precision and proportion.
Social Media
The social media direction tells the story of Kurai through atmosphere, architecture and philosophy rather than product photography alone. The launch grid introduces the concept of dusk, the relationship between light and shadow, the meaning behind the name, and the products, through still imagery, reels and educational carousels. Campaign concepts including 'Crafted in Light and Shadow' and 'Moments in Between' build a cohesive visual narrative rather than a product catalogue.
Brand Collateral
The collateral suite spans business cards, letterheads, invoices, email signatures and thank you cards. Business cards are deep burgundy with the brandmark in gold. The rest of the suite takes its cues from Japanese minimalism, where what is left off the page carries as much intention as what is on it. Each piece uses space deliberately, letting the brandmark and the material quality speak for themselves.
( 08 )
Based in Dubai, operating globally
Every project tells a story that sparks curiosity and connection. We’re here to give your brand a point of view people remember.
© 2026