Naila – a modern take on coffee

Naila Coffee, originating in Bikaner and expanding across Rajasthan, developed a groundbreaking branding strategy driven by a clear vision: to resonate with young, digitally-native individuals and encourage online sharing. Facing a limited budget for traditional branding shoots, Naila pivoted to a modern, simple, and typography-centric identity. This resourceful approach turned a constraint into a creative advantage.

The brand’s essence lies in its extensive visual versatility. Naila crafted over 156 distinct colour combinations for its overall identity and an astonishing over 170 different colour tones specifically for its packaging. This vast palette, combined with a multitude of patterns and typographies, was meticulously designed to evoke a vibrant and youthful appeal. Each combination was carefully selected to ensure that, despite the sheer variety, the brand maintained a cohesive feel through consistent typography and logo placement.

This deliberate design choice ensured maximum shelf impact and, crucially, grabbed attention in the digital realm. Naila’s products are inherently Instagrammable, transforming a simple coffee purchase into a shareable aesthetic experience. This strategy fostered significant organic reach, as consumers enthusiastically share unique product visuals, making them authentic brand ambassadors. Naila’s branding is a testament to how intelligent design can build a powerful, shareable presence even with budgetary limitations, making it a benchmark for youth-centric brands in the digital age.