NAKARALI

Nakarali is a boutique Indian jewelry brand that initially found success within the world dance community. After a four-year hiatus and with a new product line ready for launch, I conducted thorough research and interviews to audit the existing brand and recommend a tiered relaunch strategy.

‍Tier One involved revitalizing brand positioning, updating the brand voice and messaging, refocusing the target audience, and refreshing the visual language. This was done while maintaining the brand's ethos and historical equities.

‍Tier Two focused on digital branding and the creation of Nakarali's first eCommerce website, designed to be the central sales hub. The site prioritized user experience and functionality, incorporating smart SEO and ADA compliance. Marketing plug-ins were integrated to track valuable customer insights, including sales feedback to inform future product lines. I also designed a culture section to increase engagement and brand recognition.

‍Tier Three centered on marketing, content creation, and a social media strategy. This tier aimed to communicate that while Nakarali remains true to its heritage, it has evolved to be culturally relevant with its new product line that reflects this evolution.

RESULTS

Site was published and sales resumed in July 2023
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Social Media follows +10% within the first month of the relaunch

team

Roxanne Benefiel
Kristen Branch

credits

Jewelry: Colleena Shakti
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Photography: Mathew De Santis