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Balisya
Branding Identity, positioning, UI/UX
Balisya is a funded startup that works closely to bring sustainable fashion to the retail market. The brand's ideology revolves around making sustainable fashion quirky and relevant for millennials and Gen Zs.
The key fabric that they work with is bamboo fibre, both organic and sustainable in nature. For the prints, they collaborate with designers to launch capsule collections, and they foresee their designs being sold as NFTs in the future.
The Problem:
Balisya approached for an idea that they had in mind but didn't know where to start. Therefore, the initial round of research- competitor analysis, market trend, and consumer trends took place over the span of two months.
This was followed by identifying the target audience and the market segment that the brand should position itself and the most appropriate 'place' as per the target audience and the market segment was also finalised.
WHO?
WHY?
HOW?
WHERE?
Consumer Profile
New Romantics
Adventurous - Joyous - Self-assured
The New Romantics
Who are they
Who are they
Gen Z to Boomers
Age Group:
21-45
Across the gender spectrum
Despite the broad demographic, the New Romantics have many unifiers – the largest being a vivacious appetite to embrace joy.
Traits
- Energetic, always on the go
- A positive, joyful approach to activism
- Nomadic tendencies
- The first to move out to tier two cities or leave urban areas as the pandemic struck
- Strive for age equality (just because they’re at different life stages doesn’t mean they've stopped living)
- Embrace celebrations
- Quick to adapt to new technology - Open and accepting, fluid and forgiving.
How to nurture a relationship with them
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Action through Community
Hyper-localised social commerce, peer-to-peer commerce and direct-to-consumer commerce are what work for the New Romantics as they are always looking for ways to uplift the community. Case Study Eg: Storr, MyBeautyBrand
-
Living in Livestream
This is a highly social, on-the-go group, and Livestream allows them to interact and shop virtually anywhere. They are also constantly looking for limited edition, unique products and willing to try new platforms. Eg: Nike Livestream
-
On Demand Evolution
AR/VR, In-App ordering, heightened UX: this group of early adaptors will respond to new tech roll-outs.
Why?
are the Romanticsimportant?
The New Romantics depict the power of the pack. They are the early adopters and once they turn into advocates for a brand, soon the whole pack converts into consumers.
The Pain Points:
The market is saturated, and users are bombarded with new products daily. Hence, building an interesting band identity was the next step to breaking away from the monotony, which resonates with the target audience.
The brand identity was designed so that the elements of the logo could be broken down into smaller elements to build the brand assets.
Other Logo Options
An Artist Sourced Conscious Brand
The idea of Collaborating with global artists to craft unique art-infused products was pitched to the brand, which would give the brand added reach as the followers of the artists would also be added to the existing.
This resulted in more than 1000+ submissions of artist work in the first week of announcement.
Letting the imagery speak for itself
A minimalist design feature that allowed
users to dive into the different packs at a high level and - if they saw something or a theme they connected with - then they could dive in
more deeply. This could all be done from within the wider pack page, meaning users could examine the full library without being inundated
by choice.