Nykaa

Branding, Packaging, UX & UI Design

CLIENT & BRIEF

Nykaa.com is a premier online beauty and wellness destination, which offers a wide range of Indian and international brands. It has an in-house collection of beauty products called Nykaa Beauty and, in March 2016, introduced private labeled products in the bath and body care category. It also has two offline retail formats, one of which is ‘Nykaa On Trend’, a first of its kind format that curates products based on their popularity.

Nykaa asked us to update the brand experience so that it would become a natural extension of the lifestyle of its core customers – modern Indian women. Over the course of two years, we worked closely with Nykaa’s team to craft an expressive brand and seamless product experience that stayed true to this ethos.

Nykaa.com is a premier online beauty and wellness destination, which offers a wide range of Indian and international brands. It has an in-house collection of beauty products called Nykaa Beauty and, in March 2016, introduced private labeled products in the bath and body care category. It also has two offline retail formats, one of which is ‘Nykaa On Trend’, a first of its kind format that curates products based on their popularity.

Nykaa asked us to update the brand experience so that it would become a natural extension of the lifestyle of its core customers – modern Indian women. Over the course of two years, we worked closely with Nykaa’s team to craft an expressive brand and seamless product experience that stayed true to this ethos.

Nykaa.com is a premier online beauty and wellness destination, which offers a wide range of Indian and international brands. It has an in-house collection of beauty products called Nykaa Beauty and, in March 2016, introduced private labeled products in the bath and body care category. It also has two offline retail formats, one of which is ‘Nykaa On Trend’, a first of its kind format that curates products based on their popularity.

Nykaa asked us to update the brand experience so that it would become a natural extension of the lifestyle of its core customers – modern Indian women. Over the course of two years, we worked closely with Nykaa’s team to craft an expressive brand and seamless product experience that stayed true to this ethos.

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Objective

To create a brand that embodies the spirit of the modern Indian woman.

Who is the Nykaa Woman?

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BRAINSTORMING

Nykaa is derived from the word “nayaka” meaning “heroine”. We created a moodboard to define the elusive qualities of the Nykaa woman. A free writing exercise further helped us arrive at the tone for the branding and set the context for our approach.

"The Nykaa woman is fun, fearless and feminine. She dreams big, has flaws, keeps a crazy schedule and manages to look fabulous through it all."

"The Nykaa woman is fun, fearless and feminine. She dreams big, has flaws, keeps a crazy schedule and manages to look fabulous through it all."

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BRAND EVOLUTION

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The brand colour was carefully chosen to reflect a modern, playful, vibrance, that is still rooted in Indian culture.

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CLIENTS SPEAK

Thank you for the brand logo design as it continues to grow in my mind - I just love it thanks once again.

Thank you for the brand logo design as it continues to grow in my mind - I just love it thanks once again.

Thank you for the brand logo design as it continues to grow in my mind - I just love it thanks once again.

Falguni Nayar
Founder, Nykaa

A vivid yet fluid brand aesthetic was created to scale across platforms and applications.

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THE NYKAA APP

We designed the app to be a seamless extension of their branding, for Android and iOS.

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Nykaa launched their new logo in 2014 at the Nykaa Femina Beauty Awards.

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PRESS RELEASES

Nykaa reports net revenue of Rs 214 cr for FY 2016-17

Nykaa reports net revenue of Rs 214 cr for FY 2016-17

Nykaa reports net revenue of Rs 214 cr for FY 2016-17

According to the statement the company is currently on a GMV run rate of Rs 600 crore. ETRetail  |  June 08, 2017

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TVS Capital to buy stake in Falguni Nayar’s Nykaa.com

TVS Capital to buy stake in Falguni Nayar’s Nykaa.com

TVS Capital to buy stake in Falguni Nayar’s Nykaa.com

TVS Capital will put in Rs25 crore of Rs60 crore series C funding in the wellness e-commerce firm  |  Aug 31 2015

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NYKAA BATH AND BODY

Four fragrances to reflect four sides of the same woman.

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NYKAA NAILS

A video that brings together two things girls love – delicious nails and delicious food.

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CLIENTS SPEAK

"We worked with TOD on our logo, and our mobile apps. Anushka is a fantastic designer who cares deeply about bringing out strong brand identity through her work. 

It isn't just about aesthetics - it's about the emotion evoked, the user experience, thinking about how the product fits into the larger landscape of the business. 

This ability to see things more holistically, beyond the realm of the just design, makes her a great business
mind and partner for Nykaa."

This ability to see things more holistically, beyond the realm of the just design, makes her a great business mind and partner for Nykaa"

This ability to see things more holistically, beyond the realm of the just design, makes her a great business mind and partner for Nykaa"

Adwaita Nayar
CEO, Nykaa

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© 2018 Thought Over Design

© 2018 Thought Over Design