Nevada is a successful Indonesian private label, available exclusively at Matahari Department stores and stand-alone Nevada stores. The brand has a clear identity and is positioned towards a young, hip audience.
We were tasked to develop the brand strategy and refresh the overall design of the brand. The complexity of the job however, lay in being able to absorb and understand the nuances and desires of an audience, a culture and a market based more than 9 000km away.
The requirement involved building on the equity of a live brand in an existing market to further its influence and appeal with Indonesia's youth. The retail brand needed to be accessible and aspirational without appearing too costly as well as needing a unisex appeal.
The logo is the cornerstone of Nevada’s visual identity. The primary application of the logo is in a stacked logo format where the N symbol sits above our Nevada lettering, as black text on a white background.
The logo in use
Tone of Voice
Nevada is friendly, youthful and cool in its approach. It ensures affordability and quality whilst remaining proudly Indonesian. Coupling street credentials with modern trends, it promises all young Indonesians that they can look and feel cool. External messaging conveys both these emotioal and practical values:
• Modern and Cool
• Proudly Indonesian
• Value for money
• Quality products
Pangram is our main brand font. Used in combination between black/bold and light, it is our brand’s signature font. It is used in our marketing headlines and in our signage displays.