by Richard Buckley, Editor, Business Eye

Local brand design agency Anthology, with offices in Belfast and London, have developed the brand for Nicole Scherzinger’s debut luxury interiors and bedding collection called Nalu. The Nalu range is manufactured and distributed under license by Bedeck – who also work with several other leading brands including Ted Baker, DKNY, Joules and Sanderson – across the UK and Ireland.

Although a relatively young agency, Anthology’s founders – Alan Marks and Alan Beck – bring unique experience to client briefs having worked with local brands and supported those businesses with design, sales and business consultancy as well as shaping their stories and brands. In addition, the duo spent four years working with many global brands including Dove, Unilever and Cadbury on the international stage and developing a network of design studios throughout the world. 

Alan Marks said, “Our experience gained over years working with both local and global brands enabled us to bring huge insight to this project including how global brands work and develop their products.”

Working closely with Nicole, her team and Bedeck, the whole brand project took place over the last 12 months. Alan Beck explains, “We took Nicole and her team through the branding process including creating a name, personality and style, art directed imagery of the product and of Nicole and developed packaging design. Nicole was incredibly involved in the process which we feel comes through in the brand. She was a pleasure to work with and we wish her the best of luck with the launch of Nalu.”

Alan adds, “Nalu is a word originating from Nicole’s birthplace, Hawaii, but it encapsulates much more than one simple meaning. It’s more of an idea than a single word, a concept that means ‘the natural, tranquil, repetitive motion of ocean waves and also to contemplate calmly and unravel complexity through composed thought.’ This concept is very close to Nicole’s heart and focuses on achieving balance and embracing tranquility.”

Speaking about her new brand Nicole Scherzinger said, “The Nalu brand brings together my love of art and Asian heritage with my Palawan design. I really enjoyed working with the whole creative team. They really understood what I wanted to achieve with the Nalu brand and their knowledge made the process a great experience for me.”

Nalu is available via Next, Very and Bedeck.


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