Nicobar is a leading Indian lifestyle brand. Their home products and apparel are inspired by Tropical Minimalism, and a boundless sense of geography. In 2018, two years into the brand, the founders commissioned Meher Varma to figure out how their brand mission was translating to popular audiences.
We conducted ethnography online, and in Delhi and Bombay to understand how this sense of tropical living, so fundamental to the brand, was intersecting with daily living and the demands of work. With this data, we were able to provide Nicobar with new guidelines for messaging and suggested recommendations for future products.