Gauri Abhay Kulkarni
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Maia - Me As I Am

How can emotional branding create a meaning-first brand for people experiencing a quarter-life crisis?


Project BriefDesign a brand-in-action.

DeliverablesBrand Identity, Packaging, Retail Store, Brand Activation, Brand Photoshoot, Brand Collaterals

Project typeAcademic project - Masters project

RoleBrand Designer

Team size1

Duration3 months

Tools used Adobe Illustrator, Adobe Photoshop, Adobe Stock, Figma, Freepik AI, Scenario AI What
Maia is a lifestyle brand that embraces imperfection and celebrates authenticity. It reflects the beauty of being human, messy, uncertain, and still in progress, offering a comforting presence amid the chaos of early adulthood and the quarter-life crisis.
Why
In a world that glorifies perfection and constant productivity, Maia exists to remind people that it’s completely fine to not have everything figured out. It stands beside its audience, offering emotional support, stillness, and a sense of companionship through life’s uncertainties.

How
Through its identity, packaging, campaign, photoshoot, and retail experience, Maia translates the comfort and honesty of everyday life, like being in your pyjamas, into a visual and emotional language. Every touchpoint is designed to feel relatable and reassuring, holding space for individuals to simply be themselves.

The scribbled graphic elements are inspired by drawings and visual responses collected from the target audience, grounding the brand’s visual language in real, unfiltered expressions of emotion.
Logo Concept : The “i” in the logo represents the individual, with a scribble above it symbolising the emotional chaos of early adulthood. The logo itself is intentionally imperfect, with the “i” and the second “a” in “maia” misaligned, appearing to fall apart, visually reflecting the layered, unsettled, and dynamic nature of this life stage.
Brand Photoshoot“Life in Progress : Real, Messy, Unfiltered.


Campaign
Concept : The “with you” campaign brings this to life, positioning Maia not just as a pyjama brand but as a companion through the full range of emotions, chaos, clutter, joy, and frustration of early adulthood.




Website


Retail Store

Concept : A store that feels like stepping into a personal journal, celebrating imperfection, authenticity, and the emotional journey of a quarter-life crisis.

Packaging

Paper bags packaging
Mailers packaging
Mailers with a note


More work

Zest
Brickle
Godrej Nirmaan
Nirgi
Riyaaz

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