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Brand Guidelines 2026

KAKA

Woman of the Sea

Premium Pearl Jewellery

Version 1.0 — Confidential

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Table of Contents

Brand Story

The heart behind the pearl

"
Ours is a brand from my Ummachi's heart to my little brain. I planted it, nurtured it and farmed it until it turned to a big tree from which hundreds of other mothers can eat its fruit.

— Founder, Kaka

The Origin

Kaka was born from an Ummachi's (grandmother's) love for pearls — a love that began as fascination, grew into obsession, and blossomed into a lifelong passion. What started as admiration for the ocean's most elegant gem became the seed of a brand that would empower hundreds of women.

The Vision

Pearl can elevate our looks. From simple everyday wear to grand wedding ensembles, it takes us to the next level. The vision behind Kaka is simple yet profound — every woman must feel that elegance at least once in her lifetime. Each piece is made by a woman, for a woman.

The Name

Kaka — derived from the deep-rooted heritage of Kerala, carries the warmth of home and the strength of tradition. "Ama" means "Woman of the Sea" — the pearl divers, the mothers, the creators. Together, they represent a brand that is as natural and precious as the pearls it crafts.

Heritage Connection

Rooted in Kerala's rich cultural heritage, Kaka bridges tradition with contemporary elegance. Each piece carries the story of generations — from the pearl-diving communities of the coast to the artisan women who shape every ornament with their hands and hearts.

Brand Strategy

Purpose, positioning & promise

Mission

To deliver uncompromising quality and prompt delivery in every handcrafted pearl piece, making premium elegance accessible to every woman.

Vision

To open an exclusive showroom for pearls. Expanding into lab-grown diamonds, amethyst stones, and precious stones. Customising each piece as per client's requirements. Building a brand with hundreds of women workers.

Core Purpose

Beyond selling products — to build a sustainable ecosystem empowering hundreds of women artisans, creating livelihood through the art of pearl jewellery making.

Unique Selling Proposition

Each piece is handmade from AAA Quality freshwater pearls and the rarest South Sea pearls — crafted by women, for women. An experience of elegance that anyone can afford.

Brand Positioning

Affordable Premium Luxury
KAKA
Premium & Affordable Luxury Everyday Elegance Bridal & Occasion

Why Kaka over competitors? While most customers default to gold jewellers, Kaka offers an experience they can't find elsewhere — the quality they can feel, the elegance they can afford, and the story they become part of.

Brand Values

01

Craftsmanship

Every piece is handmade with meticulous attention to detail using AAA quality materials

02

Empowerment

Building a brand that creates livelihood for hundreds of women artisans

03

Heritage

Rooted in Kerala's rich cultural traditions and pearl-diving legacy

04

Elegance

Making premium luxury accessible — elegance that anyone can experience

05

Quality

Uncompromising quality in materials and prompt, reliable delivery

06

Exclusivity

Custom-designed pieces that reflect each customer's unique personality

Target Audience

Understanding who we create for

Demographics

Age Group 25 — 60 years
Gender Female
Income Level ₹1,00,000+ / month
Location India (National) & International (USA)
Avg. Spend ₹20,000 — ₹35,000 per purchase
Buying Pattern Occasional buyers via websites

Psychographics

Loves simple to bold looks Values craftsmanship Appreciates brand value Seeks exclusivity Luxury lifestyle Minimal aesthetics Traditional roots Modern outlook

Buying Occasions

💍
Weddings
Daily Wear
🎁
Gifting
🌟
Events
🎉
Festivals
👑
Self-purchase

Customer Emotional Journey

When a customer encounters Kaka, they should feel:

Discovery Curiosity & Warmth
Exploration Home-grown Comfort
Purchase Premium & Valued
Unboxing Luxurious Delight

Color Palette

Our colors evoke the ocean's depth and pearl's luminosity

Primary Palette

Midnight Navy

Primary Brand Color — The depth of the ocean

HEX: #0A1628 RGB: 10, 22, 40 CMYK: 95, 80, 45, 65

Champagne Gold

Accent Color — The lustre of precious pearls

HEX: #C9A96E RGB: 201, 169, 110 CMYK: 18, 28, 58, 5

Pearl White

Background — Clean, pristine canvas

HEX: #FAF7F2 RGB: 250, 247, 242 CMYK: 2, 2, 4, 0

Secondary Palette

Deep Ocean

HEX: #1B3A5C RGB: 27, 58, 92

Warm Sand

HEX: #D4B896 RGB: 212, 184, 150

Antique Bronze

HEX: #8B6F4E RGB: 139, 111, 78

Silk Ivory

HEX: #E8E4DD RGB: 232, 228, 221

Sea Sage

HEX: #6B8F71 RGB: 107, 143, 113

Amethyst Mist

HEX: #9B7CB8 RGB: 155, 124, 184

Color Usage Ratios

Midnight Navy — 50%
Gold — 25%
Pearl — 20%
5%

Primary colors should dominate all brand materials. Secondary colors serve as accents and should never exceed 10% of any composition.

Approved Combinations

Aa

Gold on Navy ✓

Aa

Navy on Pearl ✓

Aa

Pearl on Navy ✓

Aa

Navy on Gold ✓

Typography

Typefaces that speak with elegance and clarity

Primary Typeface — Display & Headlines

Cormorant Garamond

Elegance That Anyone Can Afford

Light 300 Regular 400 Medium 500 SemiBold 600 Bold 700

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

a b c d e f g h i j k l m n o p q r s t u v w x y z

0 1 2 3 4 5 6 7 8 9

Use for all headings, hero text, product names, and display typography. This high-contrast serif communicates luxury, sophistication, and timelessness.

Secondary Typeface — Body & UI

Outfit

Woman of the Sea

ExtraLight 200 Light 300 Regular 400 Medium 500 SemiBold 600

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

a b c d e f g h i j k l m n o p q r s t u v w x y z

0 1 2 3 4 5 6 7 8 9

Use for body text, navigation, buttons, captions, and all supporting text. This geometric sans-serif provides clean readability and modern balance.

Accent Typeface — Special Applications

Great Vibes

Kaka — Woman of the Sea

Use sparingly for taglines, special invitations, thank you cards, and signature elements. Never use for body text or navigation.

Type Hierarchy

H1 — Hero KAKA Cormorant Garamond Light · 56px · Tracking: 80
H2 — Section Title Brand Story Cormorant Garamond Regular · 40px · Tracking: 40
H3 — Subsection The Origin Cormorant Garamond Medium · 28px · Tracking: 20
Body — Large Each piece is made by a woman, for a woman. Outfit Light · 18px · Line Height: 1.7
Body — Regular Premium pearl jewellery handcrafted with love. Outfit Regular · 16px · Line Height: 1.6
Caption Product Details Outfit Regular · 12px · All Caps · Tracking: 150

Imagery & Art Direction

Visual language that tells our story

Brand Moodboard

Kaka Brand Moodboard

Photography Style

Product Photography

  • Clean, minimalist backgrounds in Pearl White or Midnight Navy
  • Macro shots highlighting pearl lustre and texture
  • Soft, diffused natural lighting — never harsh direct light
  • Show craftsmanship details — clasps, settings, threading
  • Use silk or linen fabric as props — never plastic or synthetic materials

Lifestyle & Model Photography

  • Natural, warm tones with golden hour lighting preferred
  • Models should reflect diverse Indian beauty — all skin tones
  • Settings: heritage homes, ocean backdrops, minimalist interiors
  • Emotional storytelling — capture moments, not just products
  • Model shoots + lifestyle storytelling as primary content style

Color Grading

  • Warm undertones — never cool or blue-tinted
  • Slightly desaturated for editorial elegance
  • Rich shadows, soft highlights
  • Consistent filter/grade across all platforms

Forbidden Styles

  • No harsh flash photography
  • No overly filtered or Instagram-trendy effects
  • No cluttered or busy backgrounds
  • No stock photography — always original content

Brand Voice & Personality

How Kaka speaks to the world

"If Kaka was a person, she would be someone who embodies elegance over price — a woman who carries herself with grace, warmth, and quiet confidence."

Elegant
Feminine
Royal
Modern
Soft & Delicate
Bold
Traditional
Minimal

Tone of Communication

Primary Tone: Emotional

Our communication should touch hearts. We speak about heritage, love, family, and the joy of adorning oneself. Every caption, every description should feel like it's written from a mother's heart.

✓ Example

"Born from an Ummachi's love, crafted by women who understand your journey — this isn't just jewellery, it's a piece of home you carry with you."

Supporting: Premium

While emotional at core, our language should reflect premium quality. Use refined vocabulary without being pretentious.

✓ Example

"Handcrafted from AAA-grade South Sea pearls, each piece undergoes 12 quality checks before it reaches you."

Language Guidelines

Bilingual Approach

Content should be a natural mix of English and Malayalam, reflecting the brand's Kerala heritage while maintaining international appeal.

✓ Do Say

  • "Handcrafted with love"
  • "Elegance you can feel"
  • "From our home to yours"
  • "Made by women, for women"
  • "Heritage meets modern grace"

✗ Don't Say

  • "Cheap" or "affordable" (use "accessible luxury")
  • "Buy now!" or aggressive sales language
  • "Imitation" or "artificial"
  • "Limited stock!" — avoid urgency tactics
  • Overly casual slang

Packaging & Experience

The luxury of unboxing — making every delivery feel like a gift

Every Kaka package should feel like receiving a gift from family. The unboxing experience is a critical brand touchpoint — it must feel luxurious, gift-ready, and memorable.

📦

Premium Box

Rigid box in Midnight Navy with Champagne Gold foil-stamped Kaka logo. Interior lined with ivory satin. Magnetic closure for a premium feel.

Material: Rigid board, 2mm Finish: Soft-touch lamination Logo: Gold foil stamped
🎀

Silk Ribbon

Ivory silk ribbon with subtle Kaka embossing wrapping each box. Double-bow tied for an elegant unboxing reveal.

Material: Pure silk, 25mm width Color: Ivory / Champagne
💌

Thank You Card

Personalised thank you note on textured cotton card. Script font header with heartfelt message. Signed by the artisan who crafted the piece.

Paper: 350gsm cotton Size: A6 (105×148mm)
📖

Brand Story Card

A beautifully designed card sharing Kaka's origin story — from Ummachi's love for pearls to building a community of women artisans.

Paper: 300gsm matte Finish: Spot UV on logo
🔍

Care Instructions

Pearl care guide printed on branded card. Covers cleaning, storage, and wearing tips to ensure longevity of each piece.

Paper: 250gsm recycled Size: A6 (105×148mm)

Outer Mailer

Branded corrugated mailer in navy with gold interior print. Tamper-evident seal with Kaka monogram sticker.

Material: E-flute corrugated Print: 1-color exterior, gold interior

Digital Presence

Consistent elegance across every screen

Social Media Guidelines

Content Pillars

01

The Craft

Behind-the-scenes of pearl selection, handcrafting process, artisan stories. Shows the human element behind every piece.

40% of content
02

The Pearl

Pearl education — types, grading, care tips. Positions Kaka as a knowledgeable authority in pearls.

20% of content
03

The Woman

Customer stories, styling inspiration, empowerment narratives. Celebrates the women who wear Kaka.

25% of content
04

The Heritage

Cultural connections, Kerala heritage, festival celebrations, wedding stories. Deepens emotional bond.

15% of content

Brand Hashtags

#Kaka #WomanOfTheSea #KakaPearls #KakaJewellery #PearlsByKaka #HandcraftedElegance #MadeByWomenForWomen #PearlLove #SouthSeaPearls #FreshwaterPearls #KeralaHeritage #EleganceForAll

Product Portfolio

What we create & the materials we use

Product Categories

📿 Necklaces
💎 Earrings
Bracelets
👑 Bridal Sets
✏️ Custom Designs

Pearl Types

  • Freshwater Pearls — AAA Quality grade
  • Cultured Pearls — Carefully selected
  • Natural Pearls — Rare, exclusive pieces
  • South Sea Pearls — Premium, large format
  • Tahitian Pearls — Dark, exotic beauty

Other Materials

  • Gold Plated — 22K gold plating on brass
  • Sterling Silver — 925 hallmarked
  • Precious Stones — Amethyst, lab-grown diamonds (upcoming)

Price Architecture

  • Entry — ₹5,000 – ₹10,000
  • Core — ₹10,000 – ₹25,000
  • Premium — ₹25,000 – ₹40,000
  • Bespoke — Custom pricing

100% Handmade — Every single piece is handcrafted by skilled women artisans. No machine-made products. Customisation available for all categories.