Where Indian craftsmanship is curated, preserved and brought home.
Services
Client
Year
Website
Challenge
As Traditional Handicrafts Centre evolved beyond a B2B legacy into a direct-to-consumer presence, there was a clear need to articulate this shift.
The brand required a new identity that could translate decades of craftsmanship into a contemporary, premium experience for architects, designers and modern Indian consumers.
The challenge was not reinvention, but reinterpretation. Creating a brand that felt current without losing depth, refined without becoming distant and rooted without appearing dated. This meant reimagining how craft, curation and legacy could be experienced in a way that resonated with today’s audience while remaining true to everything the parent brand stood for.
Goal
The goal was to create a clear, confident identity for Nayaab, one that positioned it as a gateway into Indian craft rather than a conventional product brand.
We aimed to define a sharp brand point of view, establish a refined visual language and build a system that could communicate curation, depth and resonance across every touchpoint allowing Nayab to stand on its own while strengthening the larger THC story.
Result
Nayab now operates with a clear narrative framework that guides how the brand is experienced, from in-store conversations to future expansion. The story positions Nayab as a gateway into THC’s world, making its role immediately understandable without over-explanation.
The brand language shifts focus from individual materials to curation, memory and meaning. This allows Nayab to connect with its core audience at a deeper level.
Visually, the wordmark, icon, and radial brand asset form a recognisable and flexible identity system. One that translates seamlessly across signage, stationery, store environments and digital touchpoints while maintaining consistency and recall.
Most importantly, Nayab now has a foundation built for growth, a brand language that supports expansion into a broader curated portfolio while remaining rooted in craftsmanship and story.
Where craft, memory, and modern living meet.
Where craft, memory, and modern living meet.
