Not so Serious
Overview: Not So Serious is a premium Indian haute couture label by Pallavi Mohan. It is a confluence of western and Indian techniques with interesting colours in mixed media representing feminine sensibilities. Not So Serious made its debut at the Fashion Design Council of India, showcasing its A/W ’09 collection at the Wills Lifestyle India Fashion Week in New Delhi, (now Amazon India Fashion Week). Since then, the label has grown into a highly admired and successful brand known for breaking the mould and creating an individual style statement. Presently, the brand retails from leading stores such as: Anthropology in USA& UK; multiple boutiques in Middle East, Europe and India.
Brief: On the 10th anniversary of fashion label Not So Serious, brand directors Pallavi and Sidharth Mohan launched their flagship store in New Delhi. As the Not So Serious evolved over time, its identity needed a revamp to reflect its existing designs and magnitude. With the launch of its first flagship retail store, Not So Serious wanted to enhance its brand experience and provide its patrons with a space in which to interact with and appreciate the brand. This transformation was also utilised to align the label’s brand values, interior design and visual brand identity.
The new visual identity of Not So Serious had to communicate luxury and class yet with a side of quirk and individuality. The outcome was a finely sculpted bespoke ‘NSS’ monogram with contrasting thicks and thins juxtaposed with a symmetrical and debonair ‘Not So Serious’ logotype.
Elegance served with a side of quirk
While the logo was kept sharp and serious, the extended brand communication had elements of quirk and wit that would make people smile. The messages on the garment tags, hangers in the changing room and other such touchpoints humanized the brand voice and made the experience much more immersive. The type was intentionally set in Baskerville to contrast the witty written copy with its sober elegance. These fun elements added a sense of discovery and engagement to the shopping experience.