A Bold, Playful, and Unconventional Brand
Context
Khwasa is a bold and playful brand created by me & Sushan Maharjan, stemming from a passion for design, branding, and creativity. This project began as a freelance collaboration and evolved into a personal journey of exploring new ways to express originality and challenge conventional branding norms.
The name “Khwasa” is inspired by a word from the Newari language, often used humorously to point out a mistake, adding an ironic twist to the brand’s message of creativity and innovation. This clever play on words embodies Khwasa’s ethos of challenging the status quo, celebrating humor, and embracing mistakes as part of the creative process.
Details
Time Frame:
On Going
Role:
Co-Founder & Creative Visionary
Collaboration:
(Co-Founder & Brand Alchemist)
Tools Used:
Adobe Suite, Figma, Chaos (our secret sauce: endless coffee and late-night brainstorming)
Target Audience:
Design rebels, cultural nostalgics, and anyone allergic to “corporate blandness.”
Overview
Khwasa is not just a brand; it’s an attitude. Created from the ground up by two passionate designers, it’s an unconventional venture that seeks to redefine branding through storytelling, visual identity, and cultural relevance. The goal was to establish a unique brand that stands out in the crowded digital space by embracing simplicity, boldness, and humour. The process involved crafting a distinctive visual identity, including a playful logo and a strong colour palette of yellow and black, while building a narrative around the brand’s name to give it deeper meaning.
Challenge
Building Khwasa from scratch came with its challenges. First, we had to create a strong identity that stood out in a crowded digital space while staying true to its playful, rebellious essence.
The unconventional name with a playful backstory posed a risk of being misunderstood, so we focused on crafting compelling storytelling to elevate its meaning. Designing a minimal yet expressive logo and visual language was key to making the brand quirky and instantly recognisable. With no pre-existing audience, we had to build everything—from social media profiles to brand messaging—while balancing time between this passion project and other commitments.
- Establishing Identity
- Breaking Norms
- Visual Balance
Solutions & Approach
To tackle these challenges, we focused on a strategic and experimental approach:
- Distinctive Visual Identity – The hand-drawn stickman logo with a tongue-out expression gives Khwasa an unmistakable personality—playful, energetic, and free-spirited. The choice of a scribble-style font further reinforces its raw, unfiltered creativity.
- Compelling Brand Storytelling – Instead of shying away from the name’s original meaning, we embraced it, making it a core part of our brand’s authenticity. By weaving in humor and cultural nostalgia, we transformed “Khwasa” into something people can connect with.
- High-Impact, Simple Design – The yellow-and-black palette is bold and attention-grabbing, ensuring visibility across digital and physical media. This minimalist approach allows the brand’s personality to shine without unnecessary complexity.
- Digital Presence & Community Building – We launched social media accounts and started shaping a content strategy that reflects Khwasa’s voice—engaging, fun, and rebellious.
- Flexible & Iterative Development – Since this is an ongoing project, we continue refining and evolving the brand, keeping it dynamic and responsive to new ideas.
Results Achieved So Far
Despite being in its early stages, Khwasa has successfully completed its core branding phase:
✔ Brand Identity Finalised – Logo, colours, typography, and brand story are set.
✔ Brand Personality Defined – A clear voice and unique brand attitude established.
✔ Social Media Presence Launched – The groundwork for digital engagement has begun.
✔ Strong Narrative Built – A name that could have been a challenge is now a brand with deep emotional and cultural significance.
✔ Clear Vision for the Future – The next steps are defined, ensuring that Khwasa grows in the right direction.
These milestones lay a strong foundation for the next phases of development.
Future Steps & Vision
Khwasa isn’t just a brand—it’s a movement. As we move forward, we aim to expand its reach and influence in creative industries:
This project is a testament to our belief that branding is about more than just a name—it’s about the emotions, stories, and connections that make it stand out. With Khwasa, we are challenging the norm, proving that creativity flourishes when you dare to be different.
And this is only the beginning.