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, they recognized the gap between their online presence and retail store experience. Most importantly, there was no indicator of their ‘USP-Sustainability’ in the stores.
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.
For a modern metropolitan woman, a saree purchase is made for an occasion and / or reason. We streamlined the presentation of the collections to echo this buying pattern and brought clarity in the shop floor experience.
On the backend, the design team altered the merchandise mix emphasizing on popular textiles such as crepe and satin and introduced a line of trendy apparels.
The Impact
We created an
- art installation
- which was portable and
- easy-to-install-across-locations
- with sustainable raw materials
- used in the product’s production.
The brand saw a sharp jump in sales for the season, the flagship store nearly doubled in its turnover.
