Where Indian craftsmanship is curated, preserved and brought home.
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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 Nayab, 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 and identity that defines its role within THC’s ecosystem.
Positioned as the gateway into the brand’s world, Nayab introduces customers to the richness of THC’s collections in a way that feels intuitive and immediate, without requiring explanation. The brand language shifts the focus away from individual materials and towards curation, memory, and meaning, allowing Nayab to resonate more deeply with its audience and elevate the shopping experience beyond product.
Visually, the refined wordmark, icon, and radial brand motif create a distinctive and adaptable identity system that carries consistently across signage, stationery, store environments and digital platforms, strengthening its brand recall value. With this foundation, Nayab is now equipped for thoughtful growth, a brand built to expand into a wider curated offering while staying anchored in craftsmanship, storytelling and cultural richness.
Where craft, memory, and modern living meet.
Where craft, memory, and modern living meet.
