Naïma, Brand Development
The brand of a new Italian perfumery chain.

The Italian soul
of perfumeries

How do you create a unique identity for the new retail chain in the world of perfumery and beauty, which has been established by bringing together the strength and vision of eight Italian entrepreneurial families with many years of experience in distributing cosmetics and fragrances all over Italy? You need to start with the name, which embodies the soul of the project and expresses its femininity and Italian origin.

Anagram of soul. A female name, meaning “gift” in Arabic and “pleasant” in Hebrew, it is widespread as a name in several African countries, as well as in France and Sweden. It is also a famous ballad by John Coltrane.

Naïma is an anagram of “anima”, the Italian word for “soul”, and is also a female name in many countries. The addition of the umlaut on the “i” gives the name a touch of uniqueness, that detail that makes a unique personality unmistakable. It is precisely this detail that becomes the epicentre of the brand's visual identity, made of soft and sinuous shapes moving on a dark background. A visual identity capable of being very recognisable, yet at the same time discreet enough to accommodate the brands of the various products sold in the stores.

Naïma is the new emblem in the beauty world, the result of the union of eight families of Italian entrepreneurs. With extensive experience in the distribution of fragrances, cosmetics and beauty products, it boasts a network of over 180 stores in Italy.

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