Luxury fashion rental
Luxury fashion consumption typically goes something like this: spend hundreds or thousands of dollars on a beautiful piece, wear it a few times, and in the closet it goes for long periods of time. That model of consumption is not only an environmental issue, it's a habit that is really expensive to maintain. Naz is aiming to change this pattern in the Middle East with a luxury fashion rental service. Rent. Wear. Repeat. We loved the idea and were tasked to help launch the Naz brand.
"Good Kind's facilitation, passion, and dedication provided the foundation I needed to truly establish my brand with impact. An agency with heart, that works from the heart and showed me how to connect with my customers from the heart."
Founder and CEO
Launching a brand new business model in a new market is rarely an easy task - especially in Kuwait where fashion shopping in stores is seen as a national sport. Creating a brand that speaks authentically to the company's conscious values and ethos of sustainability while engaging their high fashion audience was a key problem to solve. Additionally, the user experience on the web would have to be really easy to understand and trustworthy for an inexperienced audience. And of course, the visual identity we create had to be memorable, innovative, and retain a classic sense of luxury.
After a deep strategic dive with its team, we create a 30-page branding and messaging strategy document for Naz to guide their business decisions and both internal and external communications efforts.
With those insights as guiding lights, we worked on creating a visual identity strategy to fully express the essence of the company into visuals. Naz goes beyond just fashion, it is a celebration of the inner and external beauty of women and of a better way forward in the fashion industry. Self-expression, empowerment, and living a life of values through actions were themes that we explored and identified as key pieces of our strategy. But how do you express this visually?
To that end, we created a bold, colourful, and expressive brand that speaks to all of the different aspects of femininity. The identity system we created is flexible so that the brand itself can become an open canvas for the evolution and ever changing state of fashion trends and the emotions and messages being expressed.
We designed a deeply layered identity system and brand strategy that speaks authentically to the values held by Naz and its founder, Dalal. The concept of using a simple circle as a symbol to represent balance, renewal, and the idea of inner values impacting the external world served as the basis for our logo design. From our visual strategy insights we created a beautiful series of collaterals for the business to launch with and a thoughtfully designed e-commerce platform.