Naming, Research, Strategy, Positioning, Narrative, Branding, Print, Marketing, UI Research


Beauty / Technology


Mazkara Internet Pvt. Ltd.

How do you rebrand a beauty and wellness
tech disruptor?

By building a narrative around their core promise for
their core audiences.

Fabogo (formerly known as Mazkara LLC, the same as the mother brand) is an online marketplace connecting users with wellness services, allowing them to search, discover, and book appointments online. Founded in Dubai in 2015, Mazkara approached us to revisit their brand offering six months after entering the Indian market. Following rapid growth in Pune, Mazkara was now seeking to expand its presence across India.

We rebranded them as “Fabogo,” derived from “Fabulous on the go,” a key value the brand offers its users. Our research revealed that beauty and wellness are at their purest when individuals feel happy and confident from within.

The identity design was inspired by the concept of celebrating oneself. The logo draws inspiration from universal symbols of celebration, such as confetti, streamers, and balloons, resulting in a playful, light, bubbly, and dynamic identity. The visual language reflects happiness, joy, and confidence through the use of textures, crops, and patterns.

The logo was designed to be adaptable to various digital spaces, reflecting the ever-changing nature of the digital landscape.

The brand’s visual extensions include three main elements: crops, patterns, and textures. These elements are used to create interesting shapes and convey a sense of festivity, celebration, and excitement.

The colour palette was carefully selected to represent Fabogo’s online and offline presence, with teal chosen as the primary brand colour for its freshness, youthfulness, and gender neutrality.