NKG Luxe

Brand & Site
Discovery

Welcome, Nisa. This is the foundation of your full rebrand and website rebuild. The more honest and specific you are here, the sharper the strategy, the copy, and the visual direction will be on the other side.

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Please complete this form in one sitting

Your answers are not saved automatically. If you close this page, refresh, or navigate away before submitting, your responses will be lost. Set aside 60 to 90 minutes of uninterrupted time, and click the Submit Discovery button at the bottom when you are finished.

Brand Vision & Voice

This section captures the soul of NKG Luxe. What it stands for, who it serves, and how it should feel to encounter.

The Founder Story

01In one or two sentences, how do you describe NKG Luxe to someone who has never heard of it?

02Why did you start NKG Luxe? What was the moment, the need, or the frustration that pushed you to begin?

03What does the name NKG Luxe mean to you? Is there a story behind it?

04What do you want NKG Luxe to be known for in three years?

Mission, Values & Promise

05What is the mission of NKG Luxe in one sentence?

06List three to five non-negotiable values your brand operates by.

Examples: integrity, slow craft, transparency, accessibility, sensory pleasure.

07What is the promise NKG Luxe makes to every customer?

Brand Voice

08Which descriptors feel most aligned with how NKG Luxe should sound? Select up to five.

Warm Elevated Sensual Clinical Playful Quiet Confident Maternal Editorial Spiritual Bold Minimal Sultry Friendly Authoritative Indulgent

09Which words or phrases should NEVER appear in NKG Luxe copy?

Things that feel off-brand, cliché, or beneath the brand.

10Name one or two brands whose voice you admire. What do they do well?

11If NKG Luxe were a person, how would she greet a returning customer? Write one or two sentences in her voice.

Audience & Competitors

Who you are speaking to, and how NKG Luxe sits in the wider landscape.

Your Customer

12Describe your ideal customer. Age range, life stage, where she lives, what she does, what matters to her.

13What is she struggling with when she first finds NKG Luxe? What is her skin telling her, and how does she feel about it?

14What does she care about beyond skincare?

Wellness, motherhood, beauty, self-care rituals, faith, fashion, fitness.

15What other brands does she currently shop, in skincare and adjacent categories?

16What price point is she comfortable spending on a single body or skincare product?

17What stops her from buying handmade or small-batch skincare? What worries does she have?

Quality, shelf life, results, trust.

The Landscape

18Name three to five brands you consider direct competitors or that occupy a similar space. Links welcome.

19What do you do differently or better than them?

20What do they do that you do NOT want to do?

Marketing tactics, voice, visuals, business practices.

Visual Direction & Aesthetic

How NKG Luxe should look and feel. Be specific and don't worry about contradicting yourself.

Aesthetic Direction

21Which aesthetic worlds feel closest to where NKG Luxe should live? Select up to three.

Quiet luxury (cream, ivory, soft gold, clean editorial) Old-money elegance (deep neutrals, marble, archival photography) Modern minimal (white space, sans-serif, restraint) Sensual gourmand (warm tones, indulgent textures, dessert visual cues) Apothecary clinical (amber glass, scientific, ingredient-led) Spa-spiritual (earth tones, botanicals, calm) Black & gold editorial (high contrast, magazine-grade) Romantic feminine (soft florals, blush, hand-touched)

22Are there any aesthetics you definitely do NOT want NKG Luxe associated with?

Examples: cottagecore, neon, Y2K, overtly clinical, too earthy.

23Share three to five visual references. Pinterest boards, brand websites, magazine spreads, photographers, interiors. Tell me what you love about each.

Color, Type & Logo

24Do you have existing brand colors you want to keep? List hex codes if you know them.

25Are there colors you want to introduce or move toward?

26Is there a color you absolutely do NOT want in the brand?

27Do you have a current logo? Are you open to a full logo redesign as part of this rebrand?

28How do you want the wordmark NKG Luxe to read visually?

Examples: serif and refined, sans-serif and minimal, mixed-case editorial, all-caps elegant.

Photography & Imagery

29Which photography styles fit NKG Luxe? Select up to three.

Clean white background product shots Moody dark editorial In-use lifestyle (hands, skin, water, texture) Flat lays with botanicals and ingredients Warm sunlit golden hour Studio with soft fabric and stone Black models centered Macro texture shots (whipped butter, oil drips)

30Do you have product photography you love and want to keep? Or is everything being reshot?

Product Line & Positioning

Your offers, what they are, and how they should be organized and named.

The Current Line

31List every product currently in your line, with size and price. Note which are bestsellers.

Body butter 4oz $25, body oil 8oz $25, etc.

32Which products do you want to keep, retire, rename, or repackage in the rebrand?

33Are there new products you want to launch alongside the rebrand?

New categories, new scents, gift sets, refills.

Naming & Positioning

34Your current scents lean dessert/gourmand (Banana Caramel Cupcake, Berry Candy). Do you want to keep this playful naming, evolve toward more elevated scent stories, or split the line into tiers?

35If you had to write one sentence that explains why someone should buy from NKG Luxe instead of a drugstore brand at one-tenth the price, what would it say?

36Do you want to organize the shop by product type, by scent collection, by skin concern, by ritual/routine, or another way?

Ingredients & Formulation

37Walk me through your formulation philosophy. What ingredients are foundational to your line? Why those?

38Are your products vegan? Cruelty-free? Made with organic ingredients? Free of any specific things? Be specific.

Parabens, sulfates, fragrance oils, synthetic dyes.

39Do you make any claims about results? Which claims do you stand behind?

Brightening, evening tone, moisturizing, healing scars, calming sensitive skin.

40What do you want customers to understand about WHY skin health matters?

This will inform the education content on the site.

Operations: Production, Shipping & FAQs

The practical truth of how NKG Luxe runs. This drives the FAQs, shipping banner, and policy copy.

Production

41Are your products made-to-order, made in small batches, or pre-made and stocked? If it varies, explain.

42What is your typical production time from when an order comes in to when it is ready to ship? Best case and worst case.

43How does production time change during high-volume periods? What's the realistic delay?

Mother's Day, holidays, launches.

44Walk me through what happens behind the scenes from order to ship.

Buying ingredients, mixing, curing, packaging, labeling, shipping.

Shipping

45Where do you currently ship to?

US only, Canada, international.

46What carriers do you use? Do you offer tracked shipping, expedited options, local pickup?

47What is your typical shipping timeline once a product is ready and in the carrier's hands?

48What do you want the homepage shipping banner to say? Draft your own version, even rough.

Returns, Exchanges & Customer Care

49What is your current return and exchange policy? Are handmade skincare products returnable in your view?

50How do you handle damaged shipments, lost packages, or a customer who has a reaction to a product?

51What email address should customer inquiries go to, and what is your typical response time?

Real Customer Questions

52List the questions you get asked most often. DMs, emails, comments. Don't filter, dump them all here.

53Are there things you wish customers understood BEFORE buying that would save you a DM later?

Storage, melting in heat, scent strength, skin sensitivity, patch testing.

Site Architecture & Functionality

How the new website should be structured and what it needs to do.

Pages & Navigation

54Which pages do you want on the new site? Select all that apply.

Home Shop (all products) Shop by category (butters, oils, scrubs) Shop by collection (seasonal, signature) About / Our Story Skincare Education / Journal Ingredients Glossary FAQs Shipping & Production Times Returns & Exchanges Contact Wholesale / Stockists Gift Cards Reviews / Testimonials Press / Features

55Beyond the pages above, is there anything else you want on the site?

A quiz, a routine builder, a loyalty program, a refer-a-friend, a custom-blend request form.

Homepage Priorities

56Rank what matters most on the homepage from the top.

Shipping/production banner, hero with brand statement, featured products, founder story, education content, reviews, newsletter signup.

57What is the ONE action you most want a first-time visitor to take?

Functionality

58Which features do you want active on the new site?

Email capture popup Abandoned cart recovery Product reviews on each PDP Quantity discounts / bundle pricing Subscribe and save Customer accounts and saved addresses Wishlist Live chat or chatbot Instagram feed integration Multi-currency / international shipping Pre-order or waitlist functionality

59Are you using any third-party apps on Shopify currently that need to carry over?

Reviews app, email platform, subscription app, accounting integration.

60Do you have a domain you want to keep (nkgluxe.shop) or are you considering moving to a different domain like nkgluxe.com?

Final Thoughts

61Is there anything else I should know that did not come up in the questions above?

Ready when you are

Once you submit, you will hear from me with the brand strategy direction and a project timeline. Take your time. The depth you bring here is the depth that will show up in the final brand.

With care, — Jess