Pilgrim

World’s beauty secrets for you
• Design Strategy • Brand Refresh • Brand Identity • Design System  • Brand Guide
Pilgrim explores the various beauty secrets that take place around the world and brings them to consumers in India. From places to practices, rituals to routines, Pilgrim is bringing the best possible skincare solutions from around the world. They approached us to help them refresh their brand identity and visual world in a way that allows their consumers to discover different world beauty secrets, along with what makes Pilgrim different.
Woman with curly hair applying cream on her upper arm, text above reads Skin Essentials. Pilgrim
Welcoming the world of circles
Our challenge was to carve out a distinct space for Pilgrim in the crowded Indian skincare market. We began by anchoring the identity in the brand promise — bringing global beauty secrets to India. The logotype and visual language emerged from this idea, with circular forms referencing the globe and acting as intuitive design tools to simplify dense information. The visual language evolved from circles, becoming a supporting element in breaking down the excessive information the brand needed to communicate.
Pilgrim skincare jar partially buried in light sandy soil with dried plants around.
Frosted glass jar with a black lid labeled pilgrim on mossy rock outdoors.
Close-up of a person applying cream on cheek with text about Pilgrim Nude skin tone #EDD4B9.
Several hands raised against a beige background with skincare instructions below. Pilgrim.
Romanticizing Skin Care
To reflect Pilgrim’s seamless approach to beauty, we chose nude as the brand’s core colour — a soft, grounding shade that ties the identity together. Circles framed different beauty narratives, while a fresh, approachable voice added personality. We also created photography principles that captured not just the product, but the experience — highlighting personal rituals and building a visual world that feels both romantic and real.
Large outdoor billboard showing Pilgrim 24K Gold Gel Moisturizer with gold-accented lids. Pilgrim.
Close-up of a gold smartphone corner on a textured surface showing a web address bar at 10:00 AM. Pilgrim
A Pilgrim brand card beside dried lavender and dried petals on a wooden surface.
Close-up of a woman with closed eyes wearing a facial scrub mask and a white towel headband. Pilgrim
Green hardcover book titled pilgrim with landscape and stone statue illustrations on the cover.
Person packing a light pink cosmetic bag while sitting cross-legged on a bed near an open suitcase. Pilgrim.
Three women sitting smiling in white shirts beside skincare products and close-ups of skin serum and makeup. Pilgrim.
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