Fashion, Lifestyle, Women, E-commerce

Myntra for her

Fashion e-commerce

Category
Mid-market website
Client
Myntra
Year
2020
Objective
To design a landing page for Myntra for her, that caters to various women fashion and lifestyle products.

A reimagining of Myntra’s women-centric sale — fashion, makeup and lifestyle — without reducing womanhood to a colour.

View full project on Behance

Brief

For Her is Myntra’s women-only category. The brief was an identity and a landing page that could hold many kinds of womanhood — fashion, makeup, lifestyle — without the tired clichés that usually arrive with “for her.”

Challenges

Diversity, the obvious pink, defining femininity, stereotypes.

Problem

The word PINK struck through.

Pink is the fastest way to say “this is for women,” and the least interesting. The campaign needed a mark, a palette and a shopping path that could hold many kinds of femininity without leaning on the one colour everyone expects.

Process

  • Moodboarding

    Images gathered around femininity, then sorted by visual homogeneity into three boards that could all shout “woman” without looking the same.

  • Logo ideation

    Script, hearts and crowns were tried and crossed out. The selected direction folded the Venus mark into the letters themselves.

  • Iterations

    A square frame, a broken top rule for MYNTRA, and FOR HER sharing one gender symbol — modern, not decorative.

The Logo explained

  • A condensed, modern mark — not decorative script or a bow.
  • The Venus symbol is built into FOR and HER, so gender sits in the letters rather than as a badge.
  • Black, cream and lavender instead of the obvious pink.
  • A square frame so it behaves like fashion branding on a campaign and in the app.

The application

The landing page was wired as a hierarchy of offers first, then shop-by-category. A formal condensed sans-serif carries the sale; photography and the new mark do the rest. Three directions were taken to high fidelity — cream editorial, red playing-card, and lilac tinsel — so the same structure could hold different kinds of femininity.