Nykd by Nykaa Limited Edition 2021

Design: Avani Sabnis
Location: India
Project Type: Student Project
School: Indian School of Design and Innovation (ISDI)
Tutor: Utkarsha Malkar
Packaging Contents: Undergarments/ Lingerie
Packaging Substrate / Materials: 100% Recyclable Cardboard

The piece of clothing that hugs you the tightest needs to be comfortable; for people of all shapes and sizes. This is what the recently launched brand NYKD offers in their products. NYKD as a brand promotes comfortable, well fitting undergarments for women. It is a sister brand of Nykaa, an omnichannel beauty destination based in India.

The goal of the project was to create sustainable packaging while maintaining the visual appeal of a product. The problem I decided to solve with this project was to reduce the amount of plastic being used by the company while revamping the neutral look and making it more vibrant yet minimal.

The phrase “Come as You Are” is taken from a Nirvana song with the same title. While the context of the song is completely different, the phrase fits the narrative around packaging. It inspired the typography seen on the packaging. While the colour palette is in accordance with the brand colours, the pattern has been changed. Taking inspiration from the graphics of the brand itself, the new pattern is a correlating but different version of the same.

What’s Unique?
Compact, 100% recycled containers are used to minimize the use of plastic. Along with this, the extra trinkets offered with lingerie have been packaged in a cloth bag to make the brand completely plastic free. This brand is sold over the internet and the packaging could therefore be made completely opaque.