Kaya Clinic: Saying it in black & white
Kaya Skin Clinic was incorporated in 2003 and later in 2013. Today, Kaya has moved beyond just skin care and has created a successful chain of clinics for skin, hair and body care. Rebranded as Kaya Clinic, it is now present through 99 clinics across 26 Indian cities and 25 outlets in the Middle East.
It’s only a few years back, post their rebranding exercise that Kaya began revamping their outlets and it was primarily for two reasons – a new brand identity demanded that dark colours were eliminated and in their place, more of blacks and whites be included to align with its an international persona. Most of the outlets, which were 12-13 years old, demanded this much-needed refurbishment. The result was rather stunning, particularly visible in the facades, some of which were as high as between 50 ft and 70 ft.
More recently, Kaya took the retail design ID a notch higher in consultation with ad veteran and space designer Elsie Nanji. Rajiv Nair, CEO, Kaya Clinic, said in this regard, “Ideally, a skin clinic is expected to use various tones of skin colour, while we are moving more towards exploring the black and white palette. The grid-pattern façade was already part of our new ID, however, the element we have now added is the black and white visuals of models of crossover identities.”
The grid, while seemingly wooden in appearance, is actually made of metal which is treated to achieve the wooden look. The brand invests nearly Rs 1.5 crore to revamp an existing high street outlet and spends about 15-16% of the budget on façades. However there is the challenge of achieving uniformity in design, especially when the property market in India is so fragmented. Rajiv Nair shared in this regard, “We take reasonable sizes and long-term lease, thereby giving confidence to our landlords to in turn give us access for a lot of breakand-make work.” Kaya also has a stringent vendor choosing process through reverse auctioning. They work with 5-6 vendors all across the country. Well, these examples only go to show the need to focus on store facade as an independent but integral aspect of store design and brand identity, with its own aesthetic and functional requirements.