NOUSHELLA

It’s time for the industry to take the lead in promoting positive mental health

BRAND STRATEGY, NAMING, VISUAL IDENTITY, STORYTELLING, WEBSITE DESIGN & BUILD

Noushella, a luxury fashion brand for women, is the brainchild of its founder, Noush Navazani. Garments range in price from £600 to £1,800.

Noush’s experience as a trained psychologist, together with her work in London’s fashion industry, opened her eyes to the pressing need raise awareness of mental health challenges, and the positive ways in which mental outlook can be enhanced, no matter what a person’s psychological archetype.

With that in mind, Noush and her designers set about creating a launch collection that would be structured to represent each of the 7 female archetypes in contemporary society, that had originally been described by the leading psychologist Carl Jung.

The archetypes are named in a way that reflects their identities in ancient Greek mythology, namely: Persephone, Demeter, Hestia, Aphrodite, Artemis, Hera, and Athena.

For example, Hestia is calm and inwardly-focused - she is spiritually inclined and seeks harmony and peace. By contrast, Persephone embodies a story of innocence and intuition - she is an idealist with a very active inner child.

In preparation for the launch in early 2024, SUM created the Noushella brand name, as well as the logotype and motif. For each of the 7 archetypes we then designed an icon that would act in perfect harmony with the relevant state of mind.

In recent years many brands within the industry have made overtures about the importance of mental health, and some have gone further by arranging their own dedicated activities and partnerships to address this major challenge. Noushella has now taken the extra step in being created from its inception with a central ambition to address mental health challenges and evoke a sense of positivity in each wearer.