NACBar Icon

One of Chennai’s premier jewellery retailers, NAC was reputed for the trust their customers had in them. Some of their customers were second generation buyers of NAC.

Challenge

NAC’s logo was 15 years old which posed 2 major problems. Firstly, customers were used to seeing the old logo and introducing a new logo might create confusion. Secondly, the newer and younger audiences did not relate to the existing logo. Our challenge was to find acceptance among both their current audience base which was very traditional and the younger audiences.

Solution

One MG sought to rethink the brand in a way that would make the brand look more progress and modern while connecting and appealing across age groups. We revamped their brand identity and website with this objective in mind. The new philosophy conveyed through the new brand tone was also communicated through social media.

Branding

Branding

  • We created a logo that stood high in appeal for a retailer, while appealing to the young and traditional jewellery buyers alike. The logo was an infinite loop of the letters N, A, C in a decorative and intricate design, suggestive of the beautiful ornaments that one can buy.
  • Their corporate stationery was also revamped in line with the new brand identity.

Social Media

Social Media

  • Facebook campaigns were designed for all three brands of NAC – NAC, Silvermine and Young Ones to increase footfall in the stores.
  • The campaign focussed on product details, offers and promotion of values of trust and authenticity.
  • One MG doubled the organic reach, engagement and interaction with our social content and campaigns as against NAC’s last 1 year average.
  • Popular engagement and a positive brand recall was created through simultaneous competitions and offers across the physical store and on social media. People were encouraged to take pictures inside the stores and tag the brand on Facebook.
  • Short video updates of jewellery trends promoting the Muhurtham collection were created for their YouTube channel as opportunities for social interaction with the brand.

Microsite

Microsite

  • One MG developed a microsite for all the 3 brands of NAC - NAC, Silvermine and Young Ones - to create distinct brand identities for each and promote specific jewellery collections.
  • A jewellery collection designed and created exclusively for the movie Rudhramadevi was promoted on the microsite using elements from the movie and by showcasing the jewellery in movie stills.