Designing a Lifestyle Brand
Nilanjan Debnath
Brand Designer
Graphic Designer
Visual Designer
Adobe Illustrator
Adobe Photoshop
Figma
Challenge
Jaiden set out to create an eCommerce lifestyle brand that seamlessly integrates spirituality and fashion. The goal was to attract a Western audience interested in holistic well-being while offering fashion-forward designs inspired by ancient Eastern knowledge.
With the rise of "Yoga in the West," Jaiden sought to capitalize on this cultural movement, crafting a brand that appeals to both the mindful and the stylish.
"What would Buddha do if he were a Babe"
Objective
To build a lifestyle brand identity that
Resonates with users' spiritual aspirations.
Marries ancient wisdom with modern aesthetics.
Creates a fashion-forward eCommerce experience that inspires confidence in the brand’s purpose.
My Role
Branding and Graphic Design.
Created the brand's visual and verbal identity while collaborating with the team to ensure MVP features aligned with the design vision.
Timeline: 2 Months
Team: UX Designer (Lead & platform design)
Solution
Developing a Brand Language
To reflect Jaiden’s holistic philosophy, I created a brand identity that exudes fluidity and balance, incorporating Eastern influences with Western sensibilities.
Brand Archetype: The "Sage," guiding users toward enlightenment and harmony.
Brand Voice: Empowering, tranquil, and sophisticated, offering users a sense of inner calm while embracing outer beauty.
Visual Identity
Designed a clean, rejuvenating aesthetic that captures the brand's essence of inner beauty and outer reflection:
Color Palette: Earthy tones like sage green, soft beige, and deep indigo, inspired by natural elements and mindfulness practices.
Typography: Minimalist, clean sans-serif fonts paired with modern serif accents for a mix of tradition and modernity.
Imagery: Curated photography and illustrations blending serene, nature-inspired visuals with chic, urban fashion.
Design Process
Branding Exercises
Conducted workshop with stakeholders to explore their vision for Jaiden’s identity.
Developed mood boards that encapsulated keywords like "calm," "spiritual," "modern," and "stylish."
Prototyped multiple logo concepts to balance minimalism with a touch of mysticism, selecting a final design inspired by sacred geometry.
Inspiration
Studied modern yoga and wellness brands, identifying gaps in spiritual and aesthetic alignment.
Drew from Eastern philosophies such as Buddhism and Ayurveda to create visuals and messaging that convey balance, wisdom, and harmony.
Key Features of the Brand Identity
1. Rejuvenating Visuals:
A blend of ethereal design elements (subtle gradients, soft textures) with bold fashion photography.
Seamless transitions in the app to evoke a sense of flow and calm.
2. Storytelling Elements:
Taglines and product descriptions inspired by spiritual texts, e.g., "Clothing for your Dharma Journey" or "Align your Aura with Style."
Integrated blog content to educate users on the spiritual significance of design choices (e.g., why certain fabrics or patterns align with mindfulness).
3. Fashion-Forward Identity:
Showcased the fusion of tradition and modernity through versatile apparel that appeals to both yogis and urban fashion enthusiasts.
"What would Buddha do if he were a Babe" became a guiding mantra, inspiring the juxtaposition of ancient wisdom with contemporary cool.
Results
1. Strong Brand Launch
Built a brand identity that stands out in the wellness and eCommerce markets by blending spiritual purpose with fashion innovation.
2. User Connection
Developed visuals and messaging that resonated with target users’ aspirations for balance and self-expression.
3. MVP Readiness
Created a flexible design system that allowed the team to iterate and expand the platform post-launch.
Reflection
This project demonstrated the importance of aligning branding with cultural movements and user psychology. By merging Eastern philosophies with modern aesthetics, Jaiden successfully bridged the gap between spiritual needs and fashion desires.
Moving forward, the brand can deepen its connection with users by introducing:
Personalized style recommendations based on spiritual goals (e.g., clothing for energy alignment or mindfulness).
Interactive elements like AR tools to visualize products in daily routines.
Community features to foster engagement through shared spiritual journeys.
Jaiden’s mantra
"What would Buddha do if he were a Babe"—became not just a design philosophy but a guiding principle for empowering users to embrace both their inner calm and outer style.
