Ms Jane Kiro, a Fashion Design graduate from the National Institute of Fashion Technology, Mumbai, has been working with an NGO, providing survivors of human trafficking and other vulnerable women a chance to earn a dignified income. She teaches and helps them craft various lifestyle products and supervises the entire process from production to sales, an undertaking she has been involved in for 6 years now.
Ms Kiro wished to take the initiative of reintegrating these groups of women back into society by creating a brand. The brand would combine her initial goal of upliftment of women and ensure a pathway to more sustainable living. Ms Kiro believes that the design and messaging of the brand should not be solely based on the background of the women, as this might lead to complexities. However, the brand could act as a platform to subtly spread awareness on various social and environmental issues. These concerns are kept in mind while working on the development and communication for the brand.
The scope of this project includes building the brand from scratch, keeping it in sync with the vision and designing the branding and communication. This comprises primary and secondary research to build a better foundation for the project, followed by methods like business ecosystem mapping and service blueprint that are crucial for building a business plan.
The primary source of inspiration for the branding is the beautiful areas surrounding the NGO shelter, the concept of permaculture, cottage core and vintage aesthetics are all tied into it. These perfectly align with the brand’s vision to eventually be part of a world where people and nature live together in harmony.
This project is a great opportunity to venture into a new dimension of lifestyle and try to bring it to life.
brand development, branding, landing page design, packaging, sustainable
