Lokesh Mohan
Luxury Brand IdentityCicada Assist

Cicada Assist

Not for everyone. That’s the point.

A brand identity and visual system for Cicada Assist, a luxury concierge service, an emblem built from the cicada’s own form, carried across a wordmark, applications and a positioning that sits deliberately among the world’s most exclusive names.

Category
Luxury Concierge, Brand Identity and Visual System
Client
Cicada Assist
Focus
Brand identity & visual system
Expression
Emblem, Wordmark, Applications and Positioning
Team
Lokesh Mohan, Aneesh, Thayanidi, Athul, Mansi, and Vikas
Agency
Unigage Digital
Role
Creative Director, Design Supervisor, Team Leader
The CICADA wordmark set over a black-and-white campaign photograph of a model in a jewel-embellished gown
01

Overview

Cicada Assist is a concierge service for a clientele that doesn’t queue, doesn’t wait, and doesn’t settle: personalized assistance and luxury services for people who expect the impossible to be handled quietly. Since its 2019 inception, it’s been redefining what luxury concierge means.

02

Challenge

Craft an identity that earns a seat among the brands its clients already live inside: an emblem, a voice and a visual system exclusive and elegant enough to say “not for everyone” without ever needing to say it twice.

What I did

  1. 01Emblem & logotype design
  2. 02Colour lockup system
  3. 03Brand voice & positioning
  4. 04Stationery & packaging applications
  5. 05Motion: emblem reveal
03

Approach

The emblem is the brand’s own name made literal: the intricate form of a cicada, by way of French ornamental motifs (the meticulous detail of the insect, the ornate curve of provincial Paris) resolved into a single flourish mark. That same restraint carries the voice: “Purveyors of Impossible,” “Luxclusivity,” “Not for everyone.” Positioned deliberately alongside the houses its clients already know (Hermès, Louis Vuitton, Cartier, Rolls-Royce), the system had to hold its own in that company, in black, gold and the quiet confidence of negative space.

The system

  • Cicada Emblem
  • Wordmark Colour System
  • Brand Voice & Positioning
  • Stationery System
  • Packaging Applications
04

Design development

Construction logic: a cicada silhouette plus an Eiffel Tower motif equals the Cicada emblem’s flourish mark
01Construction
The CICADA wordmark and emblem in three colour lockups: sage grey, white, and gold on black
02Colour lockups
Animated reveal of the Cicada emblem: a flourish mark unfolding into its final form
A positioning diagram placing the Cicada emblem at the centre of an orbit of luxury houses: Hermès, Louis Vuitton, Cartier, Rolls-Royce, Bentley, Gucci, Rolex, Patek Philippe and others
A ‘Luxclusivity’ moodboard combining a Louis Vuitton fragrance bottle, a Rolls-Royce interior, a laurelled bust motif, and black-and-white editorial photography on a grand staircase

“Premier assist services helped me purchase a limited edition jewelry piece seamlessly and stress-free. I highly recommend them for a luxury and personalized service.” (Neha Agarwal)

“Cicada concierge groups makes me feel like a VIP with their outstanding service. Their team is always available to assist me with any request, no matter how big or small. I am beyond impressed.” (Shethal S)

Not for everyone.

05

Execution

Special-edition Cicada bottles wrapped in grey fabric with gold-foil hang tags carrying the emblem
A grey Cicada gift bag with gold ribbon handles and a gold-foil wordmark
Two Cicada business cards, one gold and one grey, each with the emblem and wordmark
A set of Cicada envelopes in gold and grey, each carrying the emblem and wordmark
Cicada gift bag with gold-foil emblem beside the Cicada app home screen, showing a ‘Purveyors of Impossible’ campaign banner and a Picked Brand rail
Three Cicada app screens for the ‘Luxclusivity’ Louis Vuitton edit: campaign image, editorial portrait, and Fashion/Bag product grids
06

Impact

  1. 01One emblem (built from the brand’s own name) carried consistently from wordmark to stationery to packaging, positioned deliberately among the luxury houses its clients already trust.
Founded
2019, Cicada Assist
Positioning
Benchmarked against Hermès, Louis Vuitton, Cartier, Rolls-Royce
The best luxury marks don’t borrow their confidence from another house’s shelf. They earn the right to sit on it, on their own terms.
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