Jaiden: Breathtaking Lifestyle Brand (2020)
Nilanjan Debnath
Jaiden is an eCommerce lifestyle brand that seamlessly integrates spirituality and fashion.
01 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.
02 Challenge
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.
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: Lead UX Designer, Visual Designer
Agency: Quovantis
03 Design Process
Conducted workshop with stakeholders to explore their vision for Jaiden’s identity.
Developed mood boards that encapsulated "calm," "spiritual," and "stylish."
Prototyped logo, iconography, illustration style, imagery language, motion design to create a robust branded design system.
"What would Buddha do if he were a Babe"
Key Features of the Brand Identity
1. Rejuvenating Visuals
A blend of ethereal design elements (subtle gradients, soft textures) with bold fashion photography.
2. Storytelling Elements
Taglines and product descriptions inspired by spiritual texts, e.g., "Clothing for your Dharma Journey" or "Align your Aura with Style."
3. Fashion-Forward Identity
Showcased '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.
04 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.
05 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.
Like this project
Posted May 31, 2024
• Brand Design | • Iconography | • Illustrations → Product Branding & UI Art Direction for Jaiden, an eCommerce app.
