How we designed a streetwear brand experience for Nykaa
Extensive documentation of our Design process, reasoning, and learnings from designing a Streetwear drop for Nykaa.
Disclaimer: This is a team(Cohort assignment) project from the Brand experience design program by 10k designers. We were not commissioned by the Nykaa team to design a streetwear drop.
Prompt brief:
Your brand is now dropping a limited edition streetwear line. You and your teams are the designers and storytellers on the brand team. The goal of the assignment is to practice visual design, design process and explore pluralistic, contextual design and aesthetics. This assignment has 3 levels: Normal, Pro and Ultra modes. Based on time, availability and ability, feel free to pick whichever mode, you and your team find suitable
once we got the clarity on the brief we (team of 3 Including me) decided to go with ultra mode
🆒 Ultra mode: All of Pro mode; and design a limited edition poster. Now that you’ve designed both the accessory and apparel, it’s safe to assume that your customer, interested and purchasing both is a superfan of your brand and streetwear drop! Congrats! Time to make them feel extra special and thank them with a limited edition poster that will accompany the shipment with their other items. Like a collector’s item. Think about what your customer, as a super fan of your brand, is likely to adorn their walls with. Something that is likely to make them feel part of a small and niche community.
🆗 Normal mode: Design a limited edition accessory. It can be literally anything. Remember when Supreme dropped a brick? Or when The Boring Company dropped the flamethrower? Consider the accessory or item itself as an element of your design, something that would suit the vibe of your brand, with or without the visuals. It could be something atypical and gimmicky like Supreme, Off-white, or The Boring Company, or something more conventional like Cash App’s accessories. Feel free to design and share more than one accessory. If so, think about how they could relate to each other. Are they part of a similar theme (eg Household tools, beach accessories, etc.)?
🆙 Pro mode: All of the Normal modes; and design a limited-edition sweatshirt/t-shirt. Use the design language (colors, visual elements, logo, etc ) of your brand — some old, some new, and invented by you — to design amazing apparel. Ideally, something you’d love to wear! Feel free to design and share more than one piece of apparel.
Design Process
Explore 🧐 → Design🤯 → Deliver 🤠
Explore 🧐
The Story Behind Nykaa: Nykaa is an Indian e-commerce company, founded by Falguni Nayar in 2012 and headquartered in Mumbai. It sells beauty, wellness, and fashion products across websites, mobile apps, and 76 offline stores. It is a unicorn startup, and as of 2020, was valued at ₹85 billion (US$1.2 billion).
Falguni Nayar, a former managing director at Kotak Mahindra Capital Company, founded Nykaa in 2012. It was launched as an eCommerce portal curating a range of beauty and wellness products. The brand name Nykaa is derived from the Sanskrit word nayaka, meaning ‘one in the spotlight’.
Nykaa Mission: To create a world where our consumers have access to a finely curated, Authentic assortment of products and services that delight and elevate the human spirit.
Nykaa Vision: Bring inspiration and joy to people, everywhere, every day.
Nykaa Values
Nykaa in public
😲 Nykaa is receiving 15,000 orders a day, mostly from consumers between the ages of 22 and 35.
Competitive Analysis (Boring Read has been skipped for reader satisfaction <(￣︶￣)> )
TLDR; Nykaa LEADING :*
What is Streetwear?
Streetwear is a style of casual clothing that became global in the 1990s. … It commonly centers on “casual, comfortable pieces such as jeans, T-shirts, baseball caps, and sneakers”, and exclusivity through intentional product scarcity. Enthusiasts follow particular brands and try to obtain limited-edition releases.
Accessory Shortlisting 😋
We did a Figjam to plan on the accessory and apparel
The winner(Sling Bag (Fanny Pack)) is chosen by mockup availability 😇:
Crop Top and Hoodie
IT’S ALL PACKAGED IN A BOX!
Design🤯
Brand Identity
BTS of Streetwear Drop
Streetwear Line Name: “AAY” or “All About You”. Designed for your comfort.
Theme: Made for modern Indian women. It focuses on comfort, aesthetics, and utility. Women’s fashion has for a long time ignored their need to carry stuff. Not any more. Good aesthetics and utility need not be exclusive.
Moodboard for streetwear
Design explorations for streetwear drop
Final Accessories and Limited Edition Streetwear
My learnings!
It was super fun collaborating with the team (Myself, Vijay, and Shreyangi) and sharing our thoughts on each and every decision. It was my first attempt at exploring the Brand design challenges.
Lucky to have a constant feedback loop of mentors like Sneha Sankar Roshnara Anwar (Mentor) who helped us with whatever was on our minds around the clock.
