Nilkamal is one of India’s most trusted names in furniture—a legacy brand known for its durability and everyday comfort. But with the launch of Nilkamal Sleep, the company set out to enter the premium sleep solutions space. The vision wasn’t to extend the existing brand—it was to create something entirely new: a distinct identity with its own tone, look, and positioning in a highly competitive category.

Lazy Eight was brought in as a holistic partner to help make that vision real. Our role extended beyond UI/UX. We worked closely with Nilkamal’s in-house design and marketing teams to help position Nilkamal Sleep as a standalone brand—developing its visual language, tone of voice, and storytelling approach across both digital and physical platforms. This was a full strategic effort to ensure that Nilkamal Sleep would be recognized not just as a product line, but as a wellness brand in its own right.

The digital experience became the flagship of that transformation. We crafted a calm, contemporary interface that reflected the essence of the new brand—layered with soft motion cues, intuitive navigation, and user journeys designed around real sleep needs. The platform introduced one of India’s first guided sleep quizzes, framing the experience as a consultation, not just a transaction.

Nilkamal Sleep now stands as a modern sub-brand with its own identity—independent in feel, but built on a foundation of trust. For Lazy Eight, this was a blueprint for how legacy giants can launch fresh, category-specific brands—with the clarity, design quality, and customer empathy of a zero-to-one startup.