Beyond Tomorrow
BRAND STRATEGY AND DESIGN
CLIENT
Lavanya Nalli, Founder, CEO Nalli Silk Sarees
ROLE
Lead Brand Strategist, Art Director
TEAM
Sudeshna Saxena, Simran Toor, Lavanya Nalli
CHALLENGE
How can a luxury wool apparel and accessories brand position itself as an everyday brand in the global luxury market?
The scope of work includes naming, brand strategy and positioning, communications, visual identity and brand guidelines, and creative direction for future collaterals.
INSIGHT AND IDEA
Through intensive qualitative analysis through IDIs and quantitative analysis through surveys, the two key insights were:
Personalities are multifaceted, and people want their clothes to reflect that while keeping their individuality intact.
Luxury can create an escape from the everyday mundane life, but at the same time, products need to be versatile to fit into everyday life.
The most mundane and exciting part of our lives is our personality itself. Ever evolving every day.
CONTEXT
Lavanya Nalli is an Indian businesswoman. She is vice-chairman of her family-owned Nalli Group of Companies, which manufactures saris. Her brainchild — Beyond Tomorrow is an upcoming luxury wool and accessory brand from India. This project entailed working with the founder Lavanya Nalli on brand positioning for the new brand.
Beyrow is an everyday timeless luxury brand for unfettered artists who want to feel unapologetically themselves.
SOLUTION
Name:
There is a timelessness attached to luxury and thus Beyond Tomorrow is a rejection of products that are made to last for a limited time period. We want our products to last Beyond Tomorrow, and to bring you joy for years to come.
The working name Beyrow is short, easy to remember, visually symmetrical and creates curiosity to know more, it is a new word in itself and propagates the idea of unapologetic individuality.
Visual Identity:
The circle is a testament to time. The immediate translation of time since the first cave paintings has been the sun and the moon. The waxing and waning of the moon.
The gradient, a fleeting reminder of time's passage, inspires our brand to embody timelessness. The gradient grants us a flexible visual system and the freedom to explore, experiment, and blur the boundaries of Beyrow, forever forging new horizons.
Art Direction:
The photography guidelines are chosen to show individuality, power and self-assurance. Photographs used for the feed, other than the model shots will use the same principles. '
The logo can be combined with circular gradients using stripes and similar forms. The logotype must be used juxtaposed while using gradients instead of the logo mark.
