NUON lights.: New Youth Brand Westside embraces the dark-side with new youth brand

  • Context

  • FITCH was appointed by Trent Retail Ltd to design and brand new retail concepts for two in-store youth brands; one for girls and one for boys.  
    The intention was to use these new shop-in-shops as a catalyst to attract a new breed of younger, savvy consumers and to send out a clear message; change was on its way.

  • Challenge

  • Westside was regarded as a ‘middle of the road’ Indian store – a brand that tried to be on trend, but did not create trends. Our challenge was to reposition the brands and demonstrate to an audience of fickle teens that a quiet revolution was afoot. This was no longer a shop ‘purely for their mums’.
    We began by examining the existing youth brands and it was decided that in order to be progressive we first needed a unified proposition for both male and female customers. As such the first goal was to create new unisex brand that felt international, rebellious, with a definitive attitude and clear visual style. Something exclusive to Westside not necessarily from Westside.

  • Solution

  • The result is NUON, a new brand and new department that stands out as the energy centre at Westside.
    While Westside provides for work and family life, NUON is bold, dark and unabashedly glamorous and sexy, with its own rhythm and pace.
    It is about where night meets day; Westside is the day, the youth brand is by contrast the night with all it entails.

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