Naya

Scope: Brand Identity Refresh, Website, Professional Corporate Presentation Deck

Challenge - Invent a brand. Then re-invent it — without contradicting itself.

Client came to us with a new format: a daily dissolvable wellness strip, no water needed, built around three rituals — Revive, Focus, Rest. No name, no visual language yet. The brief came in two acts: build the world, then translate it — intact — into packaging that could survive quick commerce, at a ₹90–125 shelf price against a ₹35–55 production ceiling.

Three territories.
One world worth building.

Rather than pitch a shortlist of names, we developed three distinct territories — each a different bet on what kind of company this could become.

Minimal. Serene. Scientific. No excess, no frills — just quiet precision.

The identity moved away from anything that read as supplement-aisle — toward soft matte finishes, warm neutrals, elegant serif type, and a gold chain-carry design that treated the product like an object worth keeping, not consuming. The reference we kept returning to: the Aman of edible wellness.

One mark carried the whole system: the macron over the Ā — NĀYA's signature across typography, hardware, and every packaging format that followed.

Keep the design halo.
Cut the fabrication cost. Months later, NĀYA needed to exist on Blinkit and Zepto — channels built for same-day delivery, not jewellery-grade fabrication. The task: keep the premium brushed-gold DNA while hitting FMCG-level unit economics.

The Real-World Problem

Three packaging systems, tested against the same brief. Each format preserves the brushed-gold DNA and the macron mark, and swaps expensive fabrication for print finishes and low-cost hardware.

Three Directions, One Language

The primary format for quick commerce. A semi-translucent pouch that mirrors the dissolving clarity of the strips themselves — built to move at volume, with a Revive / Focus / Rest system that reads instantly at thumbnail size and doubles as a refill for the capsule case.

Soft Minimal Pouch System

A health accessory, not a supplement. Molded in ABS or recycled polycarbonate, this format recasts NĀYA as a lifestyle object for your keys, bag, or desk — same gold tone and elegance as anodised metal, minus the cost. Refillable, and built to reward daily reuse over disposal.

Reusable Strip Box