ZWENDE
case study
Objective
Give consumers a managed-service platform that connects rural artisans with global customers and create an on-demand inventory, learning and experience that they can have at their place and at their pace.
Challenge
Developing an entire new product concept: Customizable handcrafted lifestyle products by artisans of India without holding any inventory.
Create a brand perception that caters to a global audience and also create an imagery of design-focussed premiumness.
Educate the users via visual and interaction storytelling on how to use this product.
Responsibilities
Brand Strategy | Brand Development | User Experience Design | Art Direction
art direction
Key Narratives of Ideation
Research: After conducting individual direct research with makers and buyers, it was revealed that 80% of maker businesses were a team of 1, with 97% working from home with a capital of less than 1 lakh.
Users like old art forms but the topic of those art forms have become dated and irrelevant to the users. They seek personalized product experiences.
The customization market in India is growing at a rapid rate and is currently evaluated at $10 Bn.
Brand Development: The brand was developed keeping in mind that there would be numerous art forms featured on the platform with widely varied visual styles. So it was important for the brand to keep a neutral stance and not create any distraction for the featured makers and brands. This design philosophy was followed in every part of the brand and it possessed a region agnostic approach in terms of design language, colour palette, typography and interaction design.
Outcome
Since it’s launch, the brand currently has over 45000 registered users, over 5 Billion SKUs and have delivered over 3Million minutes of learning and workshops.
It is also the only Indian startup to be selected and featured in Amazon CTO Werner Vogels’ startup show “Now Go Build” for its game-changing role in transforming the artisan market in India and nurturing women entrepreneurship.
