Rebuilding the brand voice for a handicrafts company to transition into retail business
CONTEXT + CHALLENGE
Rangsutra works with over 3000 artisans and craftsmen across India creating high-quality fabrics and textiles for local and international companies like Ikea. All the artisans are shareholders in the organisation, and the products are ethically made from end-to-end. Rangsutra was looking to transition more fully into the retail space by launching an e-commerce platform where products can be sold under the Rangsutra brand. This required a strong narrative that would communicate Rangsutra’s social mission and build trust with the consumer about the quality and story behind Rangsutra’s products.
APPROACH + LEARNINGS
We conducted a qualitative research study with current and potential consumers. Our research also included an immersive field visit to understand the production process, and interact with on-ground teams, artisans and other stakeholders. There was a clear need to improve the way Rangsutra explained their collaboration with the artisans and their production process. Our findings showed that while the Indian consumer valued the sustainability of the production, the quality and style of the product came first.
Based on research insights, we crafted a brand story for Rangsutra that put the product at the centre, while using Rangsutra’s powerful story of artisan empowerment as a supporting element. We brought the consumer into the brand story, to tap into her emotion of ethical shopping and sense of identity from the clothes she wears. The narrative “What you wear has a voice” built a deep connection between the consumer and the Rangsutra mission, creating a loyal consumer base. This narrative was developed into a brand booklet and marketing website that outlines Rangsutra’s vision, ideals, and products with real artisan testimonials. We also designed postcards and clothing tags that would serve as a short introduction to Rangsutra’s mission, and encourage consumers to become a part of it.