Navyasa by Liva
- Visual Merchandising
- Brand Storytelling
- Art Installations
Creative thinking | Budget management
"Design Is The Intermediary Between Information And Understanding." — Hans Hofmann
The Brief
'Navyasa By Liva’ is a relatively young and contemporary saree brand from Aditya Birla’s retail portfolio. Stylish & sophisticated, navyasa sarees epitomized individuality, artistry and sustainability.
Even though the brand’s as brand ambassador was Bollywood’s leading lady and their retail environment was designed by an international agency, the brand recognized the gap between their online presence and retail store experience.
Challenges
The in-store retail experience provided no indicator of their USP ‘Sustainability’.
Retail staff was unaware of this USP altogether. The brand was simple being presented as a more modern self-serviced saree store.
Approach
We decoded the brand’s essence through the semiotics of artistry, individuality and metamorphosis of a butterfly.
Next up were intensive conversations with the plant and production heads on the nuances of the product’s circularity and sustainability.
We streamlined the merchandise presentation to echo the purchase behaviour exhibited by the modern metropolitan woman shopping for a saree.
The design team altered the merchandise mix emphasizing on popular textiles and introduced a line of trendy apparels.
The Impact
We did brand’s USP storytelling with
- a portable,
- easy-to-install-across-locations
- an art installation with
- sustainable raw materials used in
- merchandise’s manufacturing process.
The brand saw a sharp jump in sales for the season, the flagship store nearly doubled in its turnover.
