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Omay — Crafting a Contemporary Minimalist Lifestyle Brand For India

​How Nine58 shaped Omay’s brand philosophy, identity system, and digital presence — from positioning to photoshoots to a full website build.

  • Category: Clothing, Personal Care, Lifestyle

  • Brand Format: Apparel · Oils · Candles · Ceramics

  • Location: Gurgaon

Omay is a contemporary Indian lifestyle brand offering minimalist clothing, body & lip oils (under sub-brand hoa), scented candles, and curated ceramics. With a beautifully designed store in Gurgaon and a clean aesthetic rooted in calming neutrals, Omay aims to simplify modern living through thoughtful, elevated essentials.

About Omay

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The Challenge

Omay had strong products and an aesthetic vision, but needed a clear brand strategy to unify its clothing, oils, and lifestyle products under a single brand story. The brand lacked a defined positioning, identity anchors, and a communication approach that could scale across retail, social media, and e-commerce. Nine58 was tasked with articulating Omay’s essence and bringing it to life across all touchpoints.

What Omay Needed From Us

  • Brand workshop with founders

  • Strategic positioning

  • Brand philosophy, values & personality

  • Identity foundations (colors, fonts, assets)

  • Tone of voice scaffolding

  • Photoshoot planning & execution

  • Website design & development

  • E-commerce content strategy  Integration of sub-brand hoa

Drawing from the benchmark analysis in the workshop deck :

Insight:

No brand occupied the intersection of minimalism + elevated essentials + simplified choices + calm living.

This was Omay’s distinct white space.

Brand

Nicobar                                               Premium, boutique, design-led lifestyle

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Theater                                               Quirky, cultural, fandom inspired

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Muji                                                      Minimal, practical, everyday essentials

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Chumbak                                          Bold, colorful, India inspired pop-art

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Ras Luxury                                         Accessible luxury in wellness/oils

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Aura Decor                                       Premium, tasteful home fragrance

Understanding The Landscape

Positioning

Building The Brand Strategy

1. Brand Philosophy :  Live Simply. Choose Calmly.

Omay stands for removing noise from modern living — offering fewer, better, beautifully crafted essentials.

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2. Brand Promise: Clarity over clutter. Design that calms, simplifies, and elevates everyday life.

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3. The Omay Feel: Neutral tones · soft lines · breathable fabrics · clean forms — reflected across products and spaces.

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4. Values:

  • Intentionality — Everything exists for a reason

  • Calmness — Softness in design and expression

  • Honesty — Clean, transparent, unembellished

  • Timelessness — Aesthetic that never expires

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5. Brand Personality:

Warm · minimal · composed · modern · refined

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6. Purpose: To simplify lifestyle choices for the contemporary Indian consumer — through minimal, aesthetic essentials across fashion, beauty and home.

Final Brand Positioning

Omay is a minimalist lifestyle brand designed to simplify modern living through calm, intentional essentials across clothing, oils and home.

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Anchored in muted tones, natural materials and a sense of quiet luxury.

Designing The Omay Visual Language

Based on brand guidelines (colors, logo system, fonts) :

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1. Color Palette:

  • Deep Charcoal (#2C2C2C)

  • Bright Gray (#B0A5A5)

  • Sand, Mocha, Taupe

  • Super White (#F4F4F4)

Represents calm, warmth and a neutral universe.

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2. Typography:

  • Primary : Nantes – elegant & minimal

  • Secondary : Public Sans – functional & clean

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3. Imagery Style:

Soft light · neutral backdrops · tactility · close-ups (seen on pages 10–11) Perfect for apparel and oils under hoa.

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4. Sub-brand Integration:

hoa — the oils line — mirrors Omay’s elegance but with slightly softer, fluid elegance (as shown on p.11 moodboard).

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Tone:

  • Calm

  • Understated

  • Descriptive

  • Warm

  • Never loud, never salesy

How Omay Speak

Messaging focuses on:

  • Quality of fabric

  • Texture & feel

  • Rituals of self-care

  • Neutral aesthetic

  • Slow living

  • Choice simplification

Nine58 planned and executed multiple photoshoots for:

  • Apparel (men + women)

  • Body & lip oils

  • Candles

  • Ceramics

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Photoshoots & Creative Direction

Creative direction:

  • Neutral sets

  • Natural textures

  • Warm sunlight

  • Slow lifestyle moments

  • Clean hand + product shots for hoa

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This ensured all categories lived cohesively under Omay’s minimal universe.

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Bringing Omay Online

We designed and developed the Omay website:  Omay.in

Website Goals:

  • Feel like a calming space

  • Minimal navigation

  • Neutral palette with breathing room

  • Large lifestyle imagery

  • Clean product pages

  • Simplified decision-making

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Experience:

  • Soft transitions

  • Editorial typography

  • Moodboard-inspired layout

  • Fluid integration of hoa

The website became an extension of the physical store’s zen-like experience.

Impact

  • Clear brand philosophy aligned with founder vision

  • Distinct white space in India’s lifestyle landscape

  • Cohesive identity across clothing + oils + home

  • Stronger in-store & online experience

  • Photoshoot library reflecting brand universe

  • Website that mirrors Omay’s minimal calm aesthetic

  • Founder + team alignment for long-term brand building

We help lifestyle brands build identity, coherence and calm. Build Your Brand With Nine58 →

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