NOU
Year
2025
Services
Brand Book Guidelines
Client
Calvin
NOU is a local Indonesian brand that offers sleep-related products such as bed covers made from cooling silk fabric, essential oils, and accessories. The name “NOU,” meaning “daughter” in Gorontalo language, represents warmth, care, and comfort—core values reflected in every product the brand creates.
Target Audience
NOU targets women aged 20–40 who value self-care, comfort, and minimalist design. They are active on platforms like Instagram and Pinterest, and are drawn to calming products that support their wellness routines and help them create a peaceful home environment.
Findings & Problem Statement
As a small and growing brand, NOU struggled to stand out in a competitive market filled with similar sleep product brands. The old logo did not clearly represent its identity or values. To increase recognition—especially during offline events and bazaars—the brand needed a stronger visual presence, including a more distinctive logo and a memorable mascot to connect emotionally with customers.
Logo Comparation
The new NOU logo replaces the old one—which lacked emotional depth and brand clarity—with a minimalist black-and-white design that’s more versatile, modern, and professional; its gentle curves in the letters “n” and “u” symbolize the warmth of a hug, reflecting NOU’s core values of comfort, care, and a feeling of home.
New Mascot
The NOU mascot—two soft, friendly rabbits named NUNU and NONO—was created to visually express the brand’s warmth and comfort, and plays an important role in helping the brand stand out, especially in offline events and bazaars, by adding a playful, emotional touch that builds stronger connections with customers and increases brand recall.
Future Sub-Brand Logo
NOU can grow into new product lines while keeping the same brand identity. From NOU Mini for baby products to NOU Food for snacks and drinks, each sub-brand stays connected to NOU, making it easy to recognize
